Volkswagen Bluemotion: "(movie) THE FUN THEORY" Promo / PR Ad by DDB Stockholm

Type of entry: Sectors & Services
Category: Automotive and Transport
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)
Describe the campaign/entry:
To drive interest for Volkswagen’s enviromental program BlueMotionTechnologies, we created a campaign that used several mediums in an innovative combination.
Our insight was that VW had made it easier to choose an eco car by making them more fun.
We created a theory, focusing on the thinking behind the cars; that the easiest way to change human behaviour for the better is by making it fun to do. We called this The Fun Theory.
We tested the Fun Theory in three behaviour change experiments – real events in Stockholm - which we filmed and relased on Youtube. And at the funtheory.com, we showed how Volkswagen had applied the thinking to their cars.
We also created a competition, the Fun Theory Award, for more ideas for helping people make better choices through fun.
The Fun Theory rapidly became the most viral campaign in the world (according to ViralChart.com), and over 17 million people saw the Youtube films. The Fun Theory Award received hundreds of amazing competition entries from over 35 countries. And in Sweden, where it all began, Volkswagen now has the highest selling eco car.
Describe the brief from the client:
- Increase awareness of Volkswagen’s BlueMotion Technologies
- Promote Volkswagen’s environmental program and drive interest and sales
Results:
The Fun Theory rapidly became the most viral campaign in the world (according to ViralChart.com). Over 17 million people saw the Youtube films. CNN, NBC, New York Times, The Guardian, Le Monde, all the Swedish newspapers and many more global media outlets spread the campaign and made the Fun Theory a global discussion topic.
The Fun Theory Award received hundreds of amazing competition entries from over 35 countries. People used the Fun Theory to create new inventions and ideas. We had unleashed a global wave of creative thinking.
The campaign was a success for the Fun Theory, VW and even the global environmental debate. We had put the philosophy behind BlueMotion Technologies on the map, and created a global conversation on the role of fun in changing human behaviour for the better.
And in Sweden, where it all began, Volkswagen now has the highest selling eco car.
Execution:
Our solution was theory, focusing on the thinking behind the cars; that the easiest way to change human behaviour for the better is by making it fun to do.
We called this The Fun Theory. We tested the Fun Theory in three behaviour change experiments – real events in Stockholm - which we filmed and relased on Youtube. The experiment were The Piano Stairs, The World’s Deepest Bin and the Bottle Bank Arcade.
All experiments were subtly branded as ”An initiative by Volkswagen”, in order to facilitate viral spread. The experiment films were gathered at the funtheory.com, where people could learn more about how Volkswagen had applied the thinking to their cars.
We also created a competition called the Fun Theory Award, where we asked people to compete with their own ideas for helping people make better choices through fun.
The Situation:
Volkswagen asked us to create a campaign that would generate interest around BlueMotion Technologies. A series of cars and innovations that help reduce environmental impact without compromising on performance or the joy of driving.
Our challenge was to launch Volkswagen’s BlueMotion technologies when the eco car market was booming, and an environmental focus was more of a necessity than an interesting difference. How could we interest people in a new eco car line when most people saw it as ”more of the same”, and how could we get across the innovative thinking of VW?
The Strategy:
Our insight was that VW made it easier to choose an eco car by making them more fun – that they brought a new twist to eco cars by focusing more on performance and driving experience , thus promoting a better choice through fun.
We wanted to spread this innovative thought, that showed VW’s visionary thinking and had a wide range of applications beyond cars. Thus, our solution wasn’t a big conventional ad campaign pushing the technology and how it made the cars fun to drive. We wanted something more visionary, something different.