To demonstrate just how far the new fuel-friendly Volkswagen Bluemotion Golf could travel on a single tank of glass, Norwegian agency Apt came up with the very creative idea. They decided to have two drivers head north from Oslo in the Golf using the road commonly known as the E6.
The road was divided into 80,000 car-length roulette slots using Google Maps and Streetview. A TV commercial informed Norwegians to go to the site and select the section of road that they thought the car would run out of fuel on. The lucky person who chose the correct section on the roadway won the car. Pretty simple right?
The whole drive was broadcasted live through the campaign website and 27 hours later the car finally came to a stop after driving 1527 kilometres north from Oslo.
The Bluemotion Roulette site is simple and well designed, with all the important car specs that players could use to calculate how far the car might go.
I love the idea of demonstrating the car’s fuel capabilities this way. The concept is very interactive, memorable and fun.