VW’s ‘Fun Theory’ Campaign Wins Cyber Grand Prix Award
13 Sep
The chances are you saw one of the videos created in support of Volkswagen’s The Fun Theory campaign posted online last year. Between them the videos, which were created by DDB Stockholm, notched up over 20 million Youtube views, going properly viral unlike most ‘viral’ videos. The most popular video asked the question can we make more people take the stairs by making it fun to do so? The answer seems to be yes, if you turn the stairs into a giant piano!
The Fun Theory was all about generating interest in Volkswagen’s Blue Motion technologies that deliver the same great car performance with reduced environmental impact, and to do this, they found an insight around how “fun” could change human behavior for the better, and this formed The Fun Theory, a campaign that spawned over 700 user generated Fun Theory initiatives. – Digital Buzz Blog
The campaign was created to draw attention to Volkswagen’s Bluemotion energy saving technology, hence the eco friendly theme. Bluemotion is about saving energy through innovation, for example the recuperation of energy normally lost when braking and efficient start – stop technology. VW are developing these techniques in order to include them in upcoming models including their range of vans.
As mentioned above the campaign inspired over 700 user submitted Fun Theory ideas. The best idea was judged to be ‘The Speed Camera Lottery‘ by Kevin Richardson who won €2500. Kevin wasn’t the only winner, DDB Stockholm won the Cyber Grand Prix award for the best digitally led integrated campaign at The Cannes Lions International Advertising Festival.



