From IBU 210 my sophomore year

1. Mark Zatta

2. The Fun Theory (TFT)
 Hybrid, electric, fuel efficient: Earth friendly? Yes. However
also cheesy, weak, not stylish and lame..…Prius.
This site is dedicated to the thought that something as simple as fun
is the easiest way to change people’s behavior for the better. Be it for
yourself, for the environment, or for something entirely different,
the only thing that matters is that it’s change for the better.
 Initiated by Volkswagen (VW) to show how things we don’t
like when made fun, are more desirable. Better cars that are
just as stylish and powerful; why wouldn’t you like them?
http://www.youtube.com/watch?v=Ihai50diA7o

3. A Campaign Within a Campaign
 VW uses TFT to promote BlueMotion
 BM is VW’s response to TFT. In TFT, strongly supports that
people will behavior better when something is fun. Right?
 VW plays a subtle role in TFT, limiting ad overload, which
works to their advantage. The use of non-car examples leads
the viewer to the same conclusion above.
 VW uses that opportunity to promote their new cars that are
meant to be fun and very efficient.
 Thusly connecting the dots between the three. VW sells more
cars under the BM label that are more environmentally
friendly yet just as fun to drive; all from the attention received
through TFT

4. Think Blue:
BlueMotion Technology
 TSI Engine: low fuel consumption, abundant pulling
power and high torque from low revs.
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2009 Engine of the Year
 TDI Engine: fuel economy, low emissions, high torque
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and outstanding power efficiency
Ecofuel: runs on gasoline and natural gas; more power
with 85% less environmental impact
DSG: first auto gear system that has better fuel
consumption than manual gear systems
blue-e-motion (2013): emission-free acceleration, agile
handling as a standard with 270 Newton meters of
torque
Polo BlueMotion: 2010 World Car of the Year

5. http://www.youtube.com/watch?v=hsT-GZVuaco

6. Marketing
 TFT; an initiative to indirectly reach an audience, not
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just another ad for a car.
TFT captivates the audience with an idea, gives proof
to its validity, and set up the viewer to give VW BM
cars a thought.
TFT is a community that spans the globe, allowing for
user submissions towards the theory
The fact that the world got so involved with this idea,
giving their own ideas, supports it even more
All the while VW gets its plug to an large audience

7. How the VW TFT & BM
Campaign Worked
 Captivating: Video created a buzz around the internet
 Purpose: people want to naturally do good, this was a mode
for doing so
 Validity: support convinces the viewer
 Engaging: included viewers to play a role as well as
wanting to learn more about its parts
 Competition: cash prize to submission winner
 New entries submitted frequently, bringing the viewer back
 Visual: further support as it depicts the reasoning behind
it
 Accessibility & easy sharing: Websites, Facebook, Twitter,
Youtube; technology allows its widespread access and
spread

8. The Internet
 The use of the internet is a cheap way to reach an
worldwide audience, but that doesn’t mean they will
give any attention to the ad at the side of a page
 The combinations of unique marketing campaigns
draw an audience in and keeps them captivated
 The video for TFT was posted on Youtube, went viral,
and the attention received was incredible
 With a response similar to KONY2012, TFT was able to
publish their purpose, and let the audience advertise
TFT it themselves. Meanwhile VW nonchalantly gets
credit and promoted.

9. Social Media
 Through Facebook posts, Tweets, blogs and emails, the
campaign was shared with an innumerable amount of
people from around the world, who actually paid
attention
 The campaign content is able to be shared with 1 click
 With this receptive audience, VW was able to
successfully promote and sell their new BlueMotion
cars, reaching far more people than a commercial
could have

10. TFT Website

11. How VW and TFT Relate to IB
 Successful International Marketing reaching many
international markets
 Worldwide Demand- International Trade
 Sales expansion; innovation & new line of cars
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BM VWs sold in 54 Countries
 Risk minimization: TFT makes green cool; cool sells
 Geographical influences; USA vs. other countries

12. How VW and TFT Relate to IB
 Globalization
 Technology; communication
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Consumers know and want foreign goods
 Entry/Production Strategy: The international audience
can help VW plan where as well as when to produce and
sell their product in different markets
 Competition is global; VW separated itself in the green
car market around the world. It can compete with other
MNCs.

13. VW Image: Volkswagen is
Germany’s greenest brand.
 According to independent consultants Interbrand,
Volkswagen is the number one German car maker in the
field of environmental conservation and sustainability –
and the number four worldwide.
 VW has an understanding of how to connect with the
most amount of people to promote their cars and name.
Whether they want a car or not, the marketing
campaign works in their favor. Justifies higher price than
other green cars manufactured by competitors

14. Sources
 http://www.thefuntheory.com/
 http://en.volkswagen.com/en/innovation-and
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technology/innovative-technologies.html?themeId=theme2
http://thinkblue.volkswagen.com/en_COM/index
http://www.rolighetsteorin.se/bluemotion/en/overview/#/alla/
http://www.wcoty.com/media/?release=57&year=2010
http://www.youtube.com/watch?v=Ihai50diA7o
http://www.youtube.com/watch?v=Kv8yOPyby4s
http://architectures.danlockton.co.uk/2009/11/03/thoughts-onthe-fun-theory/
http://en.volkswagen.com/en/innovation-andtechnology/technical-glossary/bluemotion.html