Road roulette

VW bets on fuel consumption.
vw roulette

To tune people in Norway into the gas-saving abilities of its Golf with BlueMotion Tech, Volkswagen decided to tempt their sense of gamesmanship with a game of chance. With help from Oslo-based agency Try, VW turned the E6, one of Norway’s main roads, into a giant roulette board divided into 80,000 segments. People were then asked to place bets on how far the car would go until it ran out of gas as it travelled north on the road from Oslo, with the winner getting to keep the car. Not a bad way of pushing people to suss out the vehicle’s specifications in order to place their best bet.


advertiser: Volkswagen
agency: Try, Oslo