The Fun Theory (Volkswagen)

Stockholm,

Although this year brought us many brilliant and contagious videos, such asSusan Boyle's solo or dancing wedding ceremony, in this post I want to write about the fun project, called Fun Theory, which combines several experiments taped on video with one simple concept: Fun is the easiest way to change people's behavior for the better (environment, human habits and people). The Piano Stairs video reached over 9 million vies for only two months. And this is impressive, because of not only their viral booming power, but also the changing effect it made on people. Most of them (66% to be precise) chose stairs instead of using escalator under the outside influence of visual, audio and kinesthetic elements. Video "The world's deepest bin" and "Bottle bank arcade" also prove how fun, but inexpensive innovations can change human habits to act responsibly. Recycling glass when the glass recycle bin is like a slot machine or clearing litter when a trash can offers sound effects as trash is pitched in shows how easily things can be changed for better.

I give tw0 thumbs up to the whole campaign and their generators. Have you noticed Volkswagen logo dropped at the end? "Fun Theory" contest also encourages visitors to upload their own applications of the theory. A prize of 2500 Euros will go to the creator of the winning experiment, decided on by a panel Swedish experts in behavioral science and environmental issues. We'll know the winners after January 15th, 2010. I think such positive associations with VW will only bring benefits to the environmentally-friendly company image and increase brand loyalty among consumers. Congratulations VW!!!

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