Volkswagen’s “Fun Theory” More Strategy Than Child’s Play
DDB Sweden earned one of three Cyber Grand Prix awards at Cannes with the whimsical, yet acutely strategic “The Fun Theory” campaign. But there’s something more at work here than just clever consumer amusement. This is an example of a brand and agency engaging in the future of marketing by crafting a brand experience and bringing it to life.
Beyond the stated goal of creating interest in its BlueMotion technology, Volkswagen illustrates the strong tie between the brand and the brand experience. Helping commuters have fun while getting from one place to another… an ingenious symbolic connection between a spontaneous moment while walking to where you’re going, and the act of driving from one place to another in a vehicle.
The video of the slide shows how the Volkswagen team converted a long flight of stairs into a big red slide.
And here’s another example where stairs were turned into piano keys. Commuters were encouraged to make music as they walked up and down.
It might seem like fun and games, but there’s something a lot deeper at work than child’s play.
It’s obviously not just about helping consumers get from the top of the stairs to the bottom, or making music on steps. And while it’s supposed to be about BlueMotion technology, I don’t see a compelling connection between the Fun Theory “experiment” and educating consumers on BlueMotion. It feels like it’s missing some legs.
But it really doesn’t matter. Because the campaign did something much more profound. It reminded consumers that getting from one place to another should be fun. And showed them that there’s a choice. Take the boring stairs or go down the fun slide.
And that Volkswagen understands this and creates that same sense of fun and enjoyment in its vehicles.
Are creatives in the industry ready to think like event marketers?
Now more than ever, brands must be in touch with their core value and true promise in order to create relevant experiences that capture the essence and drive the brand. But they also need to see far beyond traditional advertising, look past the buzz of online social media, and understand that today’s consumer isn’t going to respond to brand lip service. They’re going to respond to being engaged… being physically, mentally, and emotionally connected through real interaction.
Whether it’s Ford’s Fiesta Movement or Old Spice’s viral video event. Whether it’s a Farmville game or Foursquare. As advertisers, we’re no longer just managing the message, increasingly we’ll be driving brands through creating experiences.
Can you think of any other agencies or brands that already get it? What are they doing that genuinely engages the consumer?
I actually happened to see this in person. It was filmed just 30 seconds away from my favourite Sushi place. The vibe around Odenplan was amazing. I've never seen so many people smile coming out of the T-bana. Usually we're all really dour and not looking at anyone. So, yes, the whole thing reminded us that creativity can change our experience of the urban setting. Everyone thought is was an art exhibition as all the metro stops (tunnelbana) in Stockholm have a different art theme.
As for Volkswagen, I hadn't seen this before but I see your point. Creatives really need to think like event marketers. It's a shame the summer floral exhibition in Ulriksdal here in Stockholm this year couldn't take a leaf out of their book.
Jon, that must have been incredible to see in person. When you mention how the vibe was so different and everyone was smiling, that's just one of the benefits of creating a brand experience. It really touches people and makes the kind of connection that lives in the heart. Doesn't everyone love someone who makes them laugh and smile? You don't easily forget someone who touches you that way. It's the same for brands.
Although the caveat is that for the consumer to really remember the brand, the creative needs to have a strong tie to the brand truth in addition to creating an experience. I can't count the beer commercials that have had me laughing, but I also can't tell you which beer they were for. There's a difference between creative for creative's sake and strategic creative. That's why Volkswagen's Fun Theory is so special. It's incredibly creative and equally strategic.
Thanks for the comment, Jon! Let me know if you see anymore brand experiences.