VW's Fun Theory Case Study

I've long been a big fan of VW's Fun Theory, praising some of the campaign executions to date. The virtues of human behaviour when simply having fun.

The campaign talks about VW's Blue Motion Technologies, a series of cars designed to reduced their environmental impact on the world, without compromising on their performance or the joy of driving. Using the power of fun to change peoples behaviour towards anything you choose.

A theory I wholeheartedly agree with, even though I think it's a bit of a stretch applying it to an environmentally conscious Automotive product. I can see the need to instigate a change in attitudes towards green motoring, but for me the fun element feels like it's prized in/bolted onto the end. It's executions don't have an overt relevance to it's cars. Feeling more like a broad theory than how VW are actually applying it. An important need if consumers are to believe your messages. I know it's called The Fun Theory, but I still believe consumers need to see relevance too.

Note the two most recent editions to the Fun Theory website are attempting to address that relevance, with Speed Camera Lottery coming closest to a genuinely fun concept.

But neither of them are green and both are generic to motoring in general. So I guess VW might drop the green connection and look to own the message on a more generic motoring level.

But none the less, the theory is correct, and the original executions are beautiful examples of it. Those being Piano Staircase, Bottle Bank Arcade Machine and The World's Deepest Bin. Here's the full Case Study.