An oldie but a goodie – this is no new campaign but we didn’t want to miss the chance to highlight Volkswagen’s (VW) ‘the fun theory’ campaign as it’s a great example of how a brand’s ingenious use of creativity can help instigate positive consumer behaviour and build a strong following.

VW’s campaign was created in a series of phases:

Phase 1: lead by example - VW demonstrated how making things fun can positively change behaviour with its own three experiments:

1. The Piano stairs:

This resulted in an increase of 66% more people taking the stairs. With the additional online component, the video had over a million views on YouTube.

2. The world’s deepest bin:

Another idea aimed to get more people throwing their rubbish in the bin by making it resemble the sound of a 50ft-deep well. The bin collected 72kg of rubbish in one day, 41kg more than a regular nearby bin.

3. Bottle bank arcade:

Would more people recycle glass by making it fun to do? Designed like an arcade game with music and lights, this bin was used by nearly one hundred people in one evening, compared to the nearby one, which was used twice.

Phase 2: embrace consumer ideas – by holding an online competition, VW invited others to contribute their ideas, encouraging entrants to be strategic in how they could prompt behavioural change through fun ideas.

Whether their ideas aim to help other people or the environment, most of the experiments aim to effect a positive cultural change, such as safer driving, recycling and personal hygiene.

Phase 3: choose a winner – judged by a panel of experts known for either their entertainment or philanthropical values, or both. Click here to see the winner.

In addition to the wide number of consumers it garners, ‘the fun theory’ also demonstrates the longevity these kinds of ideas can leverage. It proves that, not only are everyday people willing to invest their time in good ideas (and in doing so sit side by side a brand), it reminds us how dynamic the relationship can be.

Sure, there is still relevancy in doing the tried and tested when it comes to advertising, but this example demonstrates we can afford to think a little bigger when searching for engagement. How refreshing.

Thanks to: Volkswagen
Posted by: Carmen Campbell

Known for creating extraordinary retail experiences, IKEA once again puts itself in the spotlight – or this time, subway …

If IKEA can make the Paris metro warm and inviting, imagine what it could do for an apartment! This is a brilliant example of retail theatre and a brand actually doing something to improve an environment and in the process showcasing its design and creating buzz.

Let’s just hope those sofas are bolted down…

Thanks to: IKEA
Posted by: Carmen Campbell

Let’s face it, the thought of learning how to save a few bucks on your power bill is not always at the top of people’s list when out shopping. Yet this experiential idea from the Queensland Government has achieved just this – and very successfully.

This interactive home, placed in shopping malls throughout North Queensland, demonstrates how people’s power usage not only impacts their back pocket, but the environment too.

Built with the purpose of demonstrating how small change can reap big rewards, it includes a thought-provoking display of what contributes to power consumption in the home.

It suggests positive changes from small things like drawing the curtains or setting your air con unit to a lower heat, through to having ‘ClimateSmart’ items installed, such as water saving shower heads, energy monitors and energy saving light bulbs.

“The campaign was a great success in terms of customer sign-ups to the ClimateSmart home service. The set itself also generated lots of consumer interest and positive feedback.” Louise Walker, Campaign Director, Impact.

The installation was part of a wider integrated campaign that saw the character ‘No one’ from the television commercial making live appearances at the mall.

The interactivity of the home is what stands out here. It takes a low interest topic and makes it interesting for everyone because people can see the immediate impact of how small changes can make big difference to their back pocket – not to mention the environment.

This initiative was developed by Mitchell’s experiential agency, Impact.

To find out more about how impact work with brands contact:

Sydney: Louise Walker (02) 9267 7766
Melbourne: Richard Chapman (03) 9690 5544

Thanks to: Queensland Government, Impact, Cummins Nitro