When it comes to going viral, Volkswagen and their ad
agency DDB Stockholm appear to have hit the jackpot. Their new
campaign, "The Fun Theory", is a series of experiments captured on video, to find out if making
certain activities more fun can improve people’s behavior toward the environment. By the way: it's an actual contest as well. You can enter your own fun theory video and win some decent money.
Among the experiments: does turning a set of subway stairs into a
real-life piano encourage people to use them? The answer is "yes": 66% more. Another experiment asks whether making a trash can sound like a
50ft-deep well will make people pick up their trash.
The brand placement couldn't be much more subtle: a simple VW logo at the end. Yet thousands of people pass
the video around the internet and create positive associations with the VW
brand.
When it comes to going viral, Volkswagen and their ad agency DDB Stockholm appear to have hit the jackpot. Their new campaign, "The Fun Theory", is a series of experiments captured on video, to find out if making certain activities more fun can improve people’s behavior toward the environment. By the way: it's an actual contest as well. You can enter your own fun theory video and win some decent money.
Among the experiments: does turning a set of subway stairs into a real-life piano encourage people to use them? The answer is "yes": 66% more. Another experiment asks whether making a trash can sound like a 50ft-deep well will make people pick up their trash.
The brand placement couldn't be much more subtle: a simple VW logo at the end. Yet thousands of people pass the video around the internet and create positive associations with the VW brand.
Here's the latest entry: