Friday, March 16, 2012

The Fun Theory: Truly Innovative campaign

Volkswagen's 'The Fun Theory' campaign is a series of experiments, captured on video, to find out if making the world more fun can improve people’s behavior. The campaign has been a huge success and  has even won a Cyber Grand Prix in Cannes in the last couple of days with a tremendous amount of views for the videos that Volkswagen subtly seed with this campaign.


With this new campaign, developed by DDB Stockholm, Volkswagen turned a subway staircase in Stockholm, Sweden into a giant piano as part of their ‘Theory of Fun’ campaign. The effort is just one stunt that appears on the carmaker’s website, which showcases efforts to get people to change by simply making things more fun. The Giant Piano clip got over 500,000 views on YouTube in just over two weeks.

The videos are aiming to change peoples lazy behavior by showing them the fun side of acting environmental responsible. As for the carmaker’s own contribution, “Volkswagen’s answer to the theory will be presented at a later stage on a separate website amongst other media,” says DDB Stockholm creative director Andreas Dahlqvist. “The site will display their whole range of environment technologies and cars—many, many fun ways to do something for the environment.”

Let’s take a look at the already launched videos:

Piano Staircase

The video received 1.200.000+ views in 4 days. Plus various copies with over 500.000 views. Minor detail: The original Swedish version – Pianotrappan – – “only” got 680.000+ views in 20 days.

Other videos

World’s Deepest Bin

Bottle Bank

The website bundles the videos and encourages people to submit their own ideas and the winner  gets cash prizes

Statistics on the videos

Lets take a look at the conversation market. What did the campaign do to the conversations? To check this out, we’ll have a look at Twitter.

It’s incredible, when you look at the statistics, you can see a minor trend on the word piano, just shortly after the launch of the videos. This means that people started to talk more about pianos then before the campaign. Next to all the regular conversations about pianos, a lot of the ones including a link direct to the advertisement page. Source: Twitter Search.

Trendistic statistics on the word “fun”
Another nice detail is that Volkswagen is being associated with fun a lot on Twitter. Looking at these results, you can see that Volkswagen is being mentioned several times per hour with the word fun and a link to the campaign.

YouTube statistics on Piano Staircase

Unfortunately, the extended statistics have been disabled for both the Swedish YouTube videos, so we couldn’t find out whether these videos spread globally as well as the English ones. However, the English versions did show the extended statistics. Let’s check out the ones from the piano stairs video to see the popularity in a global perspective.

YouTube statistics on the video: viral growth


Even though the image above is from such a short period, its still incredible to see the large growth in such a short time. Also the amount of ratings, comments and favorites show people like the video.

YouTube statistics on the video: global reach


When you look at the global reach, you can see the video has worldwide popularity, which is an interesting fact. Humor and interests aren’t human aspects that have the same values on every person on this planet. It’s good to see the video has been liked in America, Australia and Russia.

Such numbers are highly heartening for  an online campaign. Though the films aren’t just the product or the current brand idea, they are highly entertaining and could be a start of consistent line of communication for Volkswagen. Such campaigns further prove the Goodness Factor getting added to the two basic attributes of Trust and Richness (even I have money) in buying a brand over a commodity  mentioned by me earlier on the Plink Solutions page


Base article written by Matthijs RoumenVia

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