DDB Stockholm has just launched a campaign for Volkswagen based on the belief that the best way to get people to make positive changes in life, like taking care of the environment, is to make it fun. We call it "The Fun Theory" or "Rolighetsteorin."

We have begun a number of experiments to test the theory, like encouraging people to take the stairs by turning each step into a musical note. You can find a collection on the website thefuntheory.com

The Piano Staircase

A competition is even underway to encourage people to come up with their own ways of challenging or applying the theory to various scenarios. The winner will be chosen bay a jury of Swedish experts in behavioral science and environmental issues and will receive 2500 €.

Volkswagen will present their answer to the theory later on a new site and feature their range of environmental technologies and cars.

The campaign is attracting a lot of attention across the globe and was even featured on Discovery Channel's Daily Planet. In the first week of the launch, it got more than 3.3 million hits on YouTube. But most importantly, it reinforces the emotional connection of the Volkswagen brand and its environmental technologies to innovation, fun and doing the right thing – all in a very understated way that reflects the Volkswagen heritage.

Posted on October 19, 2009 8:52 PM | Permalink