Volkswagen Run for your light
BACKGROUND
Volkswagen always creates for people and emphasizes cutting-edge technology. In recent years, research and development have focused on developing state-of-the-art electric vehicles that contribute to a cleaner environment for today and tomorrow. They have been the general sponsor of the Ljubljana Marathon for many years, so we have connected people, running and electricity to activate the sponsorship.
IDEA
Consumers were presented with a glimpse of the future. We envisioned converting energy consumers into energy sources. With the help of the experts of the Jožef Štefan Institute, we have developed e-lanes, which convert the mechanical energy of runners into electricity and store it.
To return something useful to the local environment, the energy that the runners collectively collected at the Volkswagen Ljubljana Marathon was donated to the Red Noses - society for hospital visits to children in the form of the use of e-Golf.
EXECUTION
Preparations
Runners preparing for the marathon raised energy and created electricity at various locations in Ljubljana and the surrounding area through e-lanes.
TV ad
With the help of collected electricity, we peeked into the future and filmed the first carbon-free TV ad. The TV ad was filmed exclusively with the collected electricity, which was stored in batteries.
Web page
With the help of an engaging interactive energy calculator, the website showed users how much electricity they can produce on the run and what they could power with it.
Event
At the marathon, we turned energy gathering into an interesting activation that used the runners to see how much energy the runner generates and thus bring clean energy and e-cars closer to them. The energy collected at the marathon was donated to the Red Noses society in the form of using e-Golf for visiting children in hospitals.
PR
We prepared various video, photo and text materials and sent them to a wide audience of journalists. Biggest Slovenian media reported about the campaign.
RESULTS
reach of the target group.
web video views.
runners involved in collecting electricity for charity.
e-Golf will travel with the energy gathered by runners at the Volkswagen Ljubljana Marathon.