Volkswagon's going philosophical

Volkswagon Sweden has devised what they call “The Fun Theory”, which states that the easiest way to change people’s behaviour towards something for the better is make that something “fun”.

For Volkswagon, that particular “something” is the environment. Whether it’s getting people to recycle, not to litter, or to take the stairs rather than the escalator, Volkswagon is asking people to submit videos that act as “evidence” for the theory.

But this is really a “viral” marketing campaign to promote Volkswagon’s new environmentally friendly “BlueMotion Techonology” which is now put into their cars.

According to our handy Whipple book, viral advertising is any Internet-driven promotion, such as video clips, which get passed on from one person to another, spreading like a global infection (Kind of like the ad version of swine flu. In which case this post is the equivalent of an uncovered sneeze and now, my dear reader, you’re infected. Sorry.)

Dove’s Evolution commerical is one example of viral advertising; The Fun Theory from Volkswagon is another.

In an interview with the L.A. Times, DDB Stockholm deputy manager Lars Axelsson said that “by making driving and the world more fun, we turn the VW brand into a hero. Our experiments and our Fun Theory films make the world a better and more fun place to live.”

I’ll admit – the videos are entertaining, and the ideas that people come up with are really quite innovative. But as soon as I see the Volkswagon logo with the words “An initiative of Volkswagon” at the top of the webpage, I become a little more uninterested.

Maybe I’m just being cynical, but to me, it’s like thinking you’ve finally found someone who genuinely cares about making the world a better place without standing to gain anything from it... and then, to quote Luke Sullivan, "the salesman pops out of the closet in his plaid coat".

Does “The Fun Theory” make Volkswagon a hero? Maybe, if people’s behaviours and attitudes towards the environment are changed for the long-term. But how long will it be before the novelty of piano key staircases and acade game recycling bins wears off?

Although I just might change my mind if Volkswagon can meet my challenge: how can we make streeters fun to do?