Marketing a car doesn’t simply have to be about marketing a car – promoting its performance and efficiency virtures.
VolksWagen has launched new grass roots experiential initiative in Sweden, which is encouraging local consumers to live leaner and greener lives.
Rolighetsteorin – or The Fun Theory – has involved a series of ‘social experiments’, videos of which have just gone live on YouTube.
In just four days, one involving the transformation of a starway into an interactive keyboard has been watched almost 1.5 million times.
The aim was to prove that, if they made it fun, more people would take the stairs that the escalator.
And it seems to have worked. The organisers claim that some 66 per cent of people chose to take the stairs rather than the escalator.
“We believe that the easiest way to change people's behaviour for the better is by making it fun to do. We call it ‘The Fun Theory’,” explains an accompanying posting.
Other experiments have included a waste bin triggered with a sound device to make it sound like the world’s deepest and soon be released, empty bottle arcade.
Whenever car manufacturers are being blamed as CO2 offenders these new socially interactive experiments from VW can’t do the company any harm whatsoever.
See the VW Piano Stairs in action below.
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