Meaningful Marketing | Greenpeace calls VW to action: Move away from the dark side!

Recently, Greenpeace pulled another great campaign. After seeing the briliant Ken vs Barbie war (Greenpeace questioned Mattel’s use of wood in their packaging supporting rainforest destruction), we’re quite impressed of their marketing stunts.

Their latest campaign is called VW DarkSide and contains a strong message using multiple channels to get that across.

Shockingly, VW is lobbying against emission cuts by which they are sabotaging the 2020 goal to cut down CO2 emissions and our efforts to work on a sustainable future. Greenpeace is calling VW to action and move away from what they call ‘The Dark Side’, so that they’ll

•      Support strong emission cuts.
•      Support strong fuel efficiency standards.
•      Put their technology where their mouth is.

Greenpeace is not hostile in their communications towards VW but ‘feel the good in Volkswagen’. 'They have the experience to make one of the most efficient vehicles on Earth.' In a fun way they react in an integrated campaign on VW’s commercial ‘The Force’ by positioning Volkswagen as the dark side. Greenpeace developed a spoof ad, launched a game and in real life: stormtroopers taking over Silicon roundabout in the UK.

Greenpeace is using meaningful marketing via multiple channels and is able to send a strong message everytime. They are able to make it fun and have the ability to grab the attention immediately. People would like to share the message on social media and spread the word. 

Sign the Rebel Manifesto to steer VW in the right direction.

For more information on the activities of Volkswagen, please read this article or the full report.

by Fleur Embrechts