Desired position

Encourage European consumers to consider environmental performance as a key factor in car selection & purchase

Your challenge is to create an integrated campaign to encourage European citizens to prioritize environmental performance when purchasing a new car, alongside traditional purchase factors such as price, size, equipment, performance…

Your aim is threefold:

• Influence European consumers’ traditional buying patterns
• Drive European consumers to ‘shop their talk’
• Raise awareness on how consumers can help reduce CO2 emissions

Your campaign should help transmit the necessity of reducing CO2 emissions from cars by adopting a responsible behaviour both during the purchase and then while using the car.