Late last year, Volkswagen launched a new video campaign called simply, The Fun Theory. The purpose of the campaign was encourage people create more fun in their world (oh, yes, and in doing so go viral) and communicate “fun” as part of the VW brand. The interesting thing is that the videos focus on fun and how it changes people’s behavior. This is a critical point – fun engages and changes behavior (hello, b2b?!).
Only subtly and near the end of the videos do we see the VW logo. B2B marketers could take a page from this approach – focus on fun, without brand peddling. Moreover, the ad INVOLVES the target audience.
VW’s site, http://thefuntheory.com, describes the approach this way:
This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better.
Fun definitely changes things for the better. Check out the videos and see for yourself.