Getting your target audience to remember your key message is tricky. It’s even trickier if your selling point is more technical or abstract. Volkswagen in Norway faced that challenge when promoting the new Golf BlueMotion. They were left wondering how to translate the cars key selling point – it’s low fuel consumption of 0.38l per metric mile – into something consumers would relate to. What they did was pretty creative.
They marked out the main Norwegian motorway like a roulette wheel and invited consumers to guess how far the car would get without running out of fuel to win the vehicle. They drove consumers to the brand website through TV advertising and consumers could follow the cars journey online. A clever way to ensure consumers remember the product’s selling point.