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

With no shame, Ben Stiller shows the importance of friends in high places, all in the name of Twitter.

Posted by: Carmen Campbell
Thanks to: Ben Stiller, Red Hour Films

A spoof is a parody, work created to mock, comment on, or to poke fun at an original work. And in the world of viral advertising it can be the greatest nod of success a brand could hope for.

Why? Because it extends the brand experience and adds kudos to the brand. When users generate this type of content it demonstrates an affinity, contributing to brand value.

The Cadbury Gorilla campaign (with 28 different postings on YouTube) generated 10 million views. It has been spoofed by the likes of 50Cent, a toy gorilla and a Bonnie Tyler track.

There is no formula for viral, nor is there one for getting your viral ad spoofed. But viral offer brands the opportunity to add incremental value by not only engaging the viewer, but inspiring creators to spoof their own version.

Thanks to: Cadbury & 50Cent

Animation in the production of advertising is growing in popularity. It has practical benefits for advertisers (the ability to show how products work, to capture aspects film never could) but my bet is this growing trend is more about brands evolving their advertising approach and using animation as a foray into a more emotive space.

And, with over 3 million views on You Tube and a four star rating, Wilkinson’s Blades have proved that a category traditionally built on rational advertising can evolve, with their ‘Fight for Kisses’ campaign. Although, personally I’d question the dark nature of the story line: men can now take revenge and win back their wives, it’s an engaging way to take the audience on a journey.

Thanks to: www.ffk-wilkinson.com/fr/

Our View. FIFA is all about promoting football to the masses. In 2004 they embarked on doing this with a series of games designed by EA Sports. This is the viral released just prior to the game hitting the shelves - nice use of video to ignite the audience’s imagination and display the kind of action they can expect from the game.

The question plaguing the user as to whether the moves are real or not leads them to the website which is displayed at the end of the video piece. When the user reaches the website the characters are introduced along with some of their moves.

There’s no doubt FIFA have succeed in wetting audiences appetite to find out more about the game. Demonstration of a brand who get they have an audience thirsty for stimulation and are brave enough to act accordingly.

Thanks to: FIFA