To advertise Volkswagen’s BlueMotion range of eco-friendly cars, Ogilvy Cape Town used the project’s production budget for something a bit different from an ordinary print ad.
“In every magazine you find ads. Lots of ads. But most magazines, along with all the ads in them, end up as trash, wasting a lot of paper” – because of this, the very interesting, above-mentioned question was asked: Can a print ad help save paper, not waste it?
It turns out – it can. Ogilvy bought a bunch of pre-paid postages (named BlueMotion Labels) and put them in magazines as small advertisements. Once a reader was done with a magazine, he had the chance to easily send the magazine to be recycled. The result, as you can see in the video below, is a remarkably clever advertisement that could actually make a difference.
“We paid for a little insert, but the whole magazine became a message. It didn’t just explain BlueMotion thinking - it demonstrated it.”