“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:



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