The way VW’s Blue Motion range of eco-friendly cars was promoted is amazing. Finding that 77% of magazines published in the world are thrown away as trash, Ogilvy Cape Town came up with an idea to insert a label which is a prepaid postage that allowed anyone to post the magazines to a recycling plant. The label not only upholds the values behind Blue Motion but has its eco-friendly car printed on it as well.
The response to the promotion so far has been favorable having 5% of the readers posting their magazines.
Volkswagen official : http://www.volkswagen.de/de.html