Cannes Lions

VOLKSWAGEN BLUEMOTION

DDB STOCKHOLM, Stockholm / VOLKSWAGEN / 2010

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Overview

Description

To drive interest for Volkswagen’s enviromental program BlueMotionTechnologies, we created a campaign that used several mediums in an innovative combination.Our insight: 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.

All experiments were subtly branded as ”An initiative by Volkswagen” to facilitate viral spread. And at the funtheory.com, we showed how Volkswagen had applied the thinking to their cars.We also created the Fun Theory Award, a global competition for other ideas for helping people make better choices through fun.

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.

Outcome

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.

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