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- 1. Sustainable Marketing Ideas: Under the Hood of VW’s The Fun Theory Lisa Bennett DDB West
- 2. Sustainable Marketing Ideas: Under the Hood of VW ’ s The Fun Theory Lisa Bennett Chief Creative Officer DDB West
- 3. In today ’ s competitive, fragmented media environment marketing requires more creativity than ever.
- 4. Creativity Today = innovative ideas people want to play with, participate in and pass on
- 5. X ( ) 7 6 4 x 2 24 = X
- 6. The most powerful ideas last well beyond initial exposure. They take on a life of their own.
- 8. A Few Examples: Whassup?! Priceless Smell Like a Man Open Happiness
- 9. Coca Cola Open Happiness
- 10. Where Will Happiness Strike Next?
- 11. Sustainable Ideas with a Sustainability Message
- 13. Challenge: Increase Volkswagen ’ s eco car market share in Sweden
- 14. = Eco Cars are Dull to drive No horsepower Perception:
- 15. Insight: Buying an eco friendly car means compromising on the joy of driving
- 16. Point of Difference: Volkswagen creates innovations that make our eco cars fun to drive
- 17. Solution: An innovative approach that would draw attention to Blue Motion
- 19. A theory that one can create positive behavior change through fun
- 20. Idea: Give people a chance to try our theory. To act like a Volkswagen.
- 22. Doing Good While having fun
- 25. Did it work?
- 26. Generated Awareness: Over 100,000 Over 140,000 shares on Over 35,000 blog posts Over 23 million views on
- 28. Drove Engagement
- 29. A normal month: 75,000 visitors During the campaign: 110,000/month +300% in traffic
- 30. 37.000 fans 2.7 millions visitors to TheFunTheory.com from 211 countries 92,000 visitors to blog _____________________ Combined touch points: +300% traffic into VW
- 31. Increased Sales
- 32. Eco Market share
- 33. Eco Market share
- 34. And Kept On Working
- 35. The Fun Theory Award
- 36. The Winner - Kevin Richardson
- 38. The best ideas inspire creativity, invite participation...
- 39. ...and leave the world a little better off.
- 40. has become a movement
- 41. and a unique platform for a brand to engage its consumers for years to come
- 42. Thank you
Notas del editor
- A site connected to the blog showed exactly how Volkswagen used this theory.
- it grew beyond our control. There are people that create their own Theory experiments all around the world
- 50% increase in traffic when the fun theory was launched.
- Combined with all the new digital touch points, created more than +300% increase in traffic to VW.
- a decision to buy a car is made from other recommendations and evaluation over the internet, and of course when you sit in front the wheel but...
- 6.70% raise! So if only we managed to make four people consider VW, the campaign paid for itself..
- We should think of consumers not as an audience, but part of the creative team. They can share, expand and build on an idea. People are the new media, and they know it.
- Effectiveness and generosity go together. A campaign that is purely self-interested will never go as far as a campaign driven by the need to make the world just a little bit better (just like people, really). And the Fun Theory is ultimately a campaign that aims to entertain, improve and inspire – to put a powerful principle of human psychology into the hands of a new generation of thinkers and designers.
- Don ’ t create a campaign, create a movement People are bombing us with ideas. Communities use the fun theory in order to create change.
- Don ’ t create a campaign, create a movement People are bombing us with ideas. Communities use the fun theory in order to create change.