The brand: Volkswagen
The challenge: To make Volkswagen’s BlueMotion technologies and environmental program stand out from the many others.
The strategy: Choose fun, and do good while doing so. More than just a purchase for change, show that change can be done by putting the extra with the ordinary.
The idea: Lead by example–execute a few ideas and see what change comes from it, then challenge others to make their own fun for change.
The execution: “The Fun Theory” was coined and made to look like a social experiment. Is it all fun and games, or fun for a change?
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Volkswagen released three viral videos: The Piano Stairs, The Bottle Arcade, and the World’s Deepest Bin. The Piano Stairs got people to use the stairs more often by making their trek more musical, the Bottle Arcade made a point system for every bottle recycled, and the World’s Deepest Bin put whimsy in the simple act of throwing garbage away. As buzz mounted, Volkswagen announced a contest for The Fun Theory, where visitors can submit their own ideas . The winning idea, Speed Camera Lottery, was decided on by a panel and won 2500 euros.
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The results: “The Fun Theory” is considered the most viral campaign in the world. All Swedish newspapers and newspapers from around the world made it a global discussion topic. Their videos got over 17 million YouTube hits, with the contest getting over hundreds of entries. Volkswagen also has the highest-selling eco-cars in Sweden.
Awards:
Eurobest 2010 Outdoor Grand Prix
Eurobest 2010 PR Consumer Services Gold
Eurobest 2010 PR Best Integrated Campaign led by PR Gold
Eurobest 2010 PR Best Use of Social Media Gold
Cannes Lions 2010 PR Lions Silver
Cannes Lions 2010 Cyber Grand Prix
One Show 2010 Non-Broadcast Non-Broadcast-Single Silver
Credits:
Advertiser: VOLKSWAGEN SWEDEN
Product/Service: VOLKSWAGEN BLUEMOTION
Agency: DDB STOCKHOLM, SWEDEN
Creative Director: Andreas Dahlqvist (DDB Stockholm)
Copywriter: Martin Lundgren (DDB Stockholm)
Art Director: Simon Higby (DDB Stockholm)
Account Executive: Lars Axelsson (DDB Stockholm)
Account Director: Martin Larsson (Tribal/DDB Stockholm)
Planner: Jerker Fagerström (DDB Stockholm)
Planner: Cecilia Cederlid (DDB Stockholm)
Account Manager: Michael Bugaj (DDB Stockholm)
Web Director: Simon Mogren (Tribal/DDB Stockholm)
Web Designer: Karl-Johan Vogelius (Tribal/DDB Stockholm)
Web Producer: Pontus Kindblad (Tribal/DDB Stockholm)
Web Producer: Daniel Alinder (Tribal/DDB Stockholm)
Director/Producer: Patrik Sundberg (Birth)
PR Manager: Marcus Thomasfolk (Volkswagen Sweden)
Account Director: Anna Hultman (Prime PR)
Account Manager: Barbro Långjuth (DDB Stockholm)
Print Manager: Anna Hellenberg (DDB Stockholm)
Planner: Karl Wikström (DDB Stockholm)
