The Power of Fun: Volkswagen's Creative Marketing Campaign

Picture this: You are rushing through the subway station, and the usual choice stares at you – stairs or escalator?

Most days, the escalator wins, right?

But what if those stairs were transformed into a giant, playable piano?

Would THAT change your mind? A thread on how Volkswagen set out to answer with their ingenious "Fun Theory" campaign.

These were 2009 models when Volkswagen sought to market its new range of environmentally friendly BlueMotion cars. Instead of a typical car ad with fancy cars and speed, they chose something different.

They collaborated with the ad agency DDB Stockholm and transformed a common staircase at Odenplan metro station in Stockholm, Sweden into a fun, interactive piano! Every step became a key, encouraging people to make music with their feet.

The results were astounding!

By adding an element of fun, they saw a 66% increase in the number of people choosing the stairs over the escalator. This lighthearted experiment concluded that making stuff fun is a powerful motivator to change behavior for the better.

It was not about deciding to be healthier, but rather about making healthy decisions appealing.

This was the first of VW's major "Fun Theory" campaign based on the theory that "fun is the easiest way to change people's behavior for the better". This was not just a campaign of selling cars; it was also an exploration into the psychology of motivation and how positive reinforcement could bring about change.

So, what made the Piano Stairs campaign so successful?

First, it was simple yet extremely effective. It was not a static ad but a playful, interactive experience that brought joy to commuters' daily routines.

It was unexpected: no one walks into a subway station expecting to play a giant piano! That element of surprise made it memorable and buzzworthy.

And lastly, it was highly shareable. The video of people happily making music on the stairs went viral instantly, garnering tons of positive PR for Volkswagen.

What are the key takeaways from this campaign?

First, find the "fun factor" in everything you do. Whether you're marketing a product or trying to build a new habit, make it enjoyable and engaging.

Second, think beyond your immediate target audience. The Piano Stairs appealed to everyone, not just car buyers.

And finally, focus on creating a memorable experience. People connect with brands that make them feel something.

Volkswagen's BlueMotion wasn't just a marketing stunt with the Piano Stairs. They had a deeper thought about its real value by introducing a suite of fuel-saving technologies like:

• Start-stop systems
• Brake energy recuperation
• Low-rolling resistance tires
• Aerodynamic enhancements
• Engine optimization.

Starting with the Polo BlueMotion in 2006, they expanded these innovations across their model range, making eco-friendly driving more accessible.

Instead of telling people about their brand and the tech, Volkswagen's Piano Stairs transcended the typical car commercial by creating a playful, real-world experience.

This fostered genuine engagement with their audience, sparking conversations about important issues like health and sustainability, and ultimately building stronger brand loyalty.

Piano Stairs A wonderful reminder:

it's always a big thing when you're able to bring in small differences. Be it an attempt at new habits, inspiration for bettering one's community, or adding elements of things that spark your imagination-these all have tremendous potential as powerful motivators.

Let's make 2025 the year we embrace the Fun Theory and make positive changes in our lives and communities!