My current commissions are almost exclusively focused on effecting behaviour change in challenging environments. This is a tough ask at the best of times but one which I am usually able to help my clients with. One issue that I often face is initativeitis - where client shave been there done that and are looking for new ideas
Volkswagen (or rather ad
agency DDB Stockholm) appear to have come across a way not only to create viral video and so build brand awareness and sales but also to change people behaviours. Their new
campaign “The Fun Theory” is
a series of experiments, captured on video, to find out if making the
world more fun can improve people’s behaviour. The top video, Piano
Stairs, has achieved over 1 million views on YouTube.
Among the experiments: does turning a set of subway stairs into a
real-life piano encourage people to use them (answer: yes, 66% more).
Another experiment asks whether making a trash can sound like a
50ft-deep well will make people pick up their trash. Yet another encourages people to obey the speed limit by entering the compliant in a lottery in which they share the offenders speeding fines.
I think this is fascinating and can see how this methodology could be used the change behaviour at work in the context of issues such as process change, systems implementation, sales etc.? Change Managers and HR Directors get your thinking caps on!!
The brand placement is as subtle as it could possibly be:
a simple VW logo dropped in at the end. And yet the content carries
that logo all around the web, as tens of thousands of people pass around
the video, along with their positive associations for the VW brand. Isn’t that the definition of a perfect brand campaign?