Today Greenpeace Launched their latest campaign called VW Dark Side, its great. They have a strong message and have used integrated channels to get that across really well.   

Playing on VW’s ‘The Force’ ad (over 40 million YouTube views) Greenpeace are positioning VW as the dark side because of their lobbying against emission cuts. The call to action from in the campaign is to get VW to

Support strong CO2 emissions cuts

Support strong fuel efficiency standards

Put your technology where your mouth is

The integrated campaign kicked off today with storm troopers occupying Old Street roundabout and five banners with ads were unfurled over the roundabout itself. They have also created a spoof ad on YouTube and a fun game on the site of the campaign, which is of course integrated with social media. To put some more weight behind the stunts they are also launching a report naming VW as the least green car manufacturer in Europe with coverage in The Independent.

I like how instead of just criticizing VW they are asking followers to assist them see the error of their ways, ‘We feel the good in Volkswagen’. They also appeal to the business case that other multinationals are supporting the cuts and ‘Volkswagen can’t afford to be left behind’. The language works well by putting the responsibility on VW, instead of just ‘having a go’. 

Often campaigns use social or think they need to use social, gameification or viral just because it is the phrase de jour meaning the message can often get diluted or overlooked. Greenpeace keep the message strong and communicate continuously throughout the multiple channels they are using. So props to Greenpeace for managing to marry sharing, relevance and savvy PR skills to create a real buzz around what will hopefully be an effective campaign.