“The Fun Theory” – Advertising makes everyday life that little bit more enjoyable.
November 8, 2010
“The Fun Theory” campaign by Tribal DDB Stockholm for Volkswagen created a genuinely engaging experience that was thought and action provoking.
Each imaginative experiment adds to a storyline which creates a ʻstickyʼ message that imbues Volkswagen with a fun ethos. In a world of increasing awareness of environmentally responsible behaviour, Volkswagen tap into a growing trend, improving the world we live in rather than cluttering consumers with more ad messages.
Earned media requires risk but each compelling YouTube video instantly became a viral hit. The online experience was the integral aspect for this campaign, creating experiences beyond the broadcast message whilst presenting Volkswagenʼs essence in a relevant way.
The campaign also had a collaborative element in which people could submit creative solutions for mundane issues, from buying a tram ticket to obeying the speed limit. The competition to win a cash prize spawned over 700 user-generated Fun Theory initiatives.
The winner’s initiative was then put into action: