Volkswagen: BlueMotion Roulette

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Norwegian agency Try came up with a novel way to communicate the VW Golf Bluemotion's low fuel consumption: it turned a car journey into a game of roulette.

In a promotion for the brand, it sent a Golf Bluemotion on a journey up Norway's route E6, the country's main highway linking Oslo with the North. Online, it turned the road into a 'roulette board' using Google Maps and Streetview, and invited participants to guess where the car would run out of fuel in order to win it. They only got one guess, so in order to guess correctly, they had to find out more about the car - which eventually ran out of fuel after 1,570 km.