Volkswagen • The Greenprint
2024 • Sustainability • Cars • New Zealand • Oceania
Volkswagen did a campaign promoting sustainability by providing open-source plans for turning Kombis into EVs.
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The big idea of the campaign was for Volkswagen to introduce The Greenprint, an open source set of plans that enable Kombi owners to convert their vehicles into electric vehicles (EVs). This initiative aimed to promote sustainability by offering a way for owners to upgrade their existing petrol Kombis to EVs, thus reducing carbon emissions and contributing to a more eco-friendly future. The campaign leveraged the original spirit of the Kombi and the flower power era to engage passionate Kombi owners in embracing a more sustainable lifestyle.
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The challenge of the campaign was to encourage Kombi owners to embrace sustainability by converting their petrol vehicles into electric vehicles using The Greenprint, while also leveraging the nostalgic and community-driven spirit of the Kombi owners. The campaign aimed to promote a more sustainable future by reimagining existing vehicles rather than pushing for new car purchases.
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The target group of the campaign was Kombi owners, particularly those who are passionate about their vehicles and open to embracing sustainable practices. The campaign aimed to reach out to a community of DIY enthusiasts, environmentally conscious individuals, and those who have a strong emotional attachment to their Kombis, encouraging them to consider converting their petrol-powered vehicles into electric vehicles using The Greenprint.
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The Greenprint campaign resulted in 2,000 Greenprint plans being downloaded by Kombi owners. This was considered notable, especially given that there are only 1,000 registered Kombis in the country. The conversion of Kombis using The Greenprint is estimated to save an average of 1.7 tonnes of CO2 per year for each converted vehicle. This initiative showcased how repurposing existing vehicles could contribute to a more sustainable future.
