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The BlueMotion Label

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Press & Poster / 2013

BlueMotion is the eco-conscious Volkswagen range. So we asked a simple question: can a print ad help save paper, not waste it? We created The BlueMotion Label – a small insert with prepaid postage on it that could be used to recycle magazines. The idea turned the network of South African post boxes into neighbourhood recycling bins. By December 2012, we had a 14% response rate (nearly three times the projected 5%), and as a result rolled out nationwide by the second quarter of 2013. The smallest VW ad we’ve ever madehasthepotential to make the biggest difference.

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