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有趣的理论
案例简介：描述活动/条目: 为了激发大众环境项目 BlueMotionTechnologies 的兴趣，我们创建了一个活动，在一个创新的组合中使用了几种媒介。我们的见解是，大众通过让他们更有趣，让他们更容易选择生态汽车。我们创造了一个理论，专注于汽车背后的思维; 改变人类行为的最简单方法是让它变得有趣。我们称之为有趣的理论。我们在三个行为改变实验中测试了有趣的理论 -- 斯德哥尔摩的真实事件 -- 我们在 Youtube 上拍摄和转发了这些实验。在 funtheory.com，我们展示了大众是如何将这种想法应用到他们的汽车上的。我们还创建了一个竞赛，乐趣理论奖，以获得更多帮助人们通过乐趣做出更好选择的想法。有趣的理论迅速成为世界上最具病毒的运动 (根据 ViralChart.com)，超过 1700万人观看了 Youtube 电影。有趣的理论奖获得了来自超过 35 个国家的数百个令人惊叹的参赛作品。在这一切开始的瑞典，大众现在拥有最高销量的生态汽车。 描述客户的简报: -提高大众 BlueMotion 技术的意识-促进大众的环境计划，并推动兴趣和销售 结果: 有趣的理论迅速成为世界上最具病毒的运动 (根据 ViralChart.com)。超过 1700万人观看了 Youtube 电影。美国有线电视新闻网，全国广播公司，纽约时报，卫报，世界报，所有瑞典报纸和更多的全球媒体传播运动，并使有趣的理论成为全球讨论的话题。有趣的理论奖获得了来自超过 35 个国家的数百个令人惊叹的参赛作品。人们用有趣的理论创造新的发明和想法。我们掀起了一股全球创意思维浪潮。这场运动是有趣的理论、大众甚至全球环境辩论的成功。我们已经把 BlueMotion 技术背后的哲学放在了地图上，并就乐趣在改变人类行为变得更好方面的作用进行了全球对话。在这一切开始的瑞典，大众现在拥有最高销量的生态汽车。 执行: 我们的解决方案是理论，专注于汽车背后的思维; 改变人类行为的最简单方法是让它变得有趣。我们称之为有趣的理论。我们在三个行为改变实验中测试了有趣的理论 -- 斯德哥尔摩的真实事件 -- 我们在 Youtube 上拍摄和转发了这些实验。实验是钢琴楼梯，世界上最深的垃圾箱和瓶子银行拱廊。所有实验都被巧妙地称为 “大众的倡议”，以促进病毒传播。实验电影聚集在 funtheory.com，在那里人们可以更多地了解大众是如何将这种想法应用到他们的汽车上的。我们还创建了一个名为 “乐趣理论奖” 的竞赛，在该竞赛中，我们要求人们与自己的想法竞争，帮助人们通过乐趣做出更好的选择。 情况: 大众汽车要求我们发起一场运动，引起人们对 BlueMotion 技术的兴趣。一系列汽车和创新有助于减少环境影响，而不会影响性能或驾驶乐趣。我们的挑战是在生态汽车市场蓬勃发展的时候推出大众的 BlueMotion 技术，关注环境更像是一种必要性，而不是一种有趣的区别。当大多数人认为新的生态汽车系列 “更相似” 时，我们如何让人们感兴趣，我们如何能够跨越大众的创新思维？ 战略: 我们的见解是，大众通过让他们更有趣，让他们更容易选择生态汽车 -- 他们通过更加关注性能和驾驶体验，给生态汽车带来了新的转折, 从而通过乐趣促进更好的选择。我们想传播这种创新思想，展示大众的远见卓识，并在汽车之外有广泛的应用。因此，我们的解决方案不是一个大的传统广告活动，而是推动技术以及如何让汽车驾驶变得有趣。我们想要更有远见的东西，不同的东西。
有趣的理论
案例简介：Describe the campaign/entry: To drive interest for Volkswagen’s enviromental program BlueMotionTechnologies, we created a campaign that used several mediums in an innovative combination. Our insight was that VW had made it easier to choose an eco car by making them more fun. We created a theory, focusing on the thinking behind the cars; that the easiest way to change human behaviour for the better is by making it fun to do. We called this The Fun Theory. We tested the Fun Theory in three behaviour change experiments – real events in Stockholm - which we filmed and relased on Youtube. And at the funtheory.com, we showed how Volkswagen had applied the thinking to their cars. We also created a competition, the Fun Theory Award, for more ideas for helping people make better choices through fun. The Fun Theory rapidly became the most viral campaign in the world (according to ViralChart.com), and over 17 million people saw the Youtube films. The Fun Theory Award received hundreds of amazing competition entries from over 35 countries. And in Sweden, where it all began, Volkswagen now has the highest selling eco car. Describe the brief from the client: - Increase awareness of Volkswagen’s BlueMotion Technologies - Promote Volkswagen’s environmental program and drive interest and sales Results: The Fun Theory rapidly became the most viral campaign in the world (according to ViralChart.com). Over 17 million people saw the Youtube films. CNN, NBC, New York Times, The Guardian, Le Monde, all the Swedish newspapers and many more global media outlets spread the campaign and made the Fun Theory a global discussion topic. The Fun Theory Award received hundreds of amazing competition entries from over 35 countries. People used the Fun Theory to create new inventions and ideas. We had unleashed a global wave of creative thinking. The campaign was a success for the Fun Theory, VW and even the global environmental debate. We had put the philosophy behind BlueMotion Technologies on the map, and created a global conversation on the role of fun in changing human behaviour for the better. And in Sweden, where it all began, Volkswagen now has the highest selling eco car. Execution: Our solution was theory, focusing on the thinking behind the cars; that the easiest way to change human behaviour for the better is by making it fun to do. We called this The Fun Theory. We tested the Fun Theory in three behaviour change experiments – real events in Stockholm - which we filmed and relased on Youtube. The experiment were The Piano Stairs, The World’s Deepest Bin and the Bottle Bank Arcade. All experiments were subtly branded as ”An initiative by Volkswagen”, in order to facilitate viral spread. The experiment films were gathered at the funtheory.com, where people could learn more about how Volkswagen had applied the thinking to their cars. We also created a competition called the Fun Theory Award, where we asked people to compete with their own ideas for helping people make better choices through fun. The Situation: Volkswagen asked us to create a campaign that would generate interest around BlueMotion Technologies. A series of cars and innovations that help reduce environmental impact without compromising on performance or the joy of driving. Our challenge was to launch Volkswagen’s BlueMotion technologies when the eco car market was booming, and an environmental focus was more of a necessity than an interesting difference. How could we interest people in a new eco car line when most people saw it as ”more of the same”, and how could we get across the innovative thinking of VW? The Strategy: Our insight was that VW made it easier to choose an eco car by making them more fun – that they brought a new twist to eco cars by focusing more on performance and driving experience , thus promoting a better choice through fun. We wanted to spread this innovative thought, that showed VW’s visionary thinking and had a wide range of applications beyond cars. Thus, our solution wasn’t a big conventional ad campaign pushing the technology and how it made the cars fun to drive. We wanted something more visionary, something different.
The Fun Theory
案例简介：描述活动/条目: 为了激发大众环境项目 BlueMotionTechnologies 的兴趣，我们创建了一个活动，在一个创新的组合中使用了几种媒介。我们的见解是，大众通过让他们更有趣，让他们更容易选择生态汽车。我们创造了一个理论，专注于汽车背后的思维; 改变人类行为的最简单方法是让它变得有趣。我们称之为有趣的理论。我们在三个行为改变实验中测试了有趣的理论 -- 斯德哥尔摩的真实事件 -- 我们在 Youtube 上拍摄和转发了这些实验。在 funtheory.com，我们展示了大众是如何将这种想法应用到他们的汽车上的。我们还创建了一个竞赛，乐趣理论奖，以获得更多帮助人们通过乐趣做出更好选择的想法。有趣的理论迅速成为世界上最具病毒的运动 (根据 ViralChart.com)，超过 1700万人观看了 Youtube 电影。有趣的理论奖获得了来自超过 35 个国家的数百个令人惊叹的参赛作品。在这一切开始的瑞典，大众现在拥有最高销量的生态汽车。 描述客户的简报: -提高大众 BlueMotion 技术的意识-促进大众的环境计划，并推动兴趣和销售 结果: 有趣的理论迅速成为世界上最具病毒的运动 (根据 ViralChart.com)。超过 1700万人观看了 Youtube 电影。美国有线电视新闻网，全国广播公司，纽约时报，卫报，世界报，所有瑞典报纸和更多的全球媒体传播运动，并使有趣的理论成为全球讨论的话题。有趣的理论奖获得了来自超过 35 个国家的数百个令人惊叹的参赛作品。人们用有趣的理论创造新的发明和想法。我们掀起了一股全球创意思维浪潮。这场运动是有趣的理论、大众甚至全球环境辩论的成功。我们已经把 BlueMotion 技术背后的哲学放在了地图上，并就乐趣在改变人类行为变得更好方面的作用进行了全球对话。在这一切开始的瑞典，大众现在拥有最高销量的生态汽车。 执行: 我们的解决方案是理论，专注于汽车背后的思维; 改变人类行为的最简单方法是让它变得有趣。我们称之为有趣的理论。我们在三个行为改变实验中测试了有趣的理论 -- 斯德哥尔摩的真实事件 -- 我们在 Youtube 上拍摄和转发了这些实验。实验是钢琴楼梯，世界上最深的垃圾箱和瓶子银行拱廊。所有实验都被巧妙地称为 “大众的倡议”，以促进病毒传播。实验电影聚集在 funtheory.com，在那里人们可以更多地了解大众是如何将这种想法应用到他们的汽车上的。我们还创建了一个名为 “乐趣理论奖” 的竞赛，在该竞赛中，我们要求人们与自己的想法竞争，帮助人们通过乐趣做出更好的选择。 情况: 大众汽车要求我们发起一场运动，引起人们对 BlueMotion 技术的兴趣。一系列汽车和创新有助于减少环境影响，而不会影响性能或驾驶乐趣。我们的挑战是在生态汽车市场蓬勃发展的时候推出大众的 BlueMotion 技术，关注环境更像是一种必要性，而不是一种有趣的区别。当大多数人认为新的生态汽车系列 “更相似” 时，我们如何让人们感兴趣，我们如何能够跨越大众的创新思维？ 战略: 我们的见解是，大众通过让他们更有趣，让他们更容易选择生态汽车 -- 他们通过更加关注性能和驾驶体验，给生态汽车带来了新的转折, 从而通过乐趣促进更好的选择。我们想传播这种创新思想，展示大众的远见卓识，并在汽车之外有广泛的应用。因此，我们的解决方案不是一个大的传统广告活动，而是推动技术以及如何让汽车驾驶变得有趣。我们想要更有远见的东西，不同的东西。
The Fun Theory
案例简介：Describe the campaign/entry: To drive interest for Volkswagen’s enviromental program BlueMotionTechnologies, we created a campaign that used several mediums in an innovative combination. Our insight was that VW had made it easier to choose an eco car by making them more fun. We created a theory, focusing on the thinking behind the cars; that the easiest way to change human behaviour for the better is by making it fun to do. We called this The Fun Theory. We tested the Fun Theory in three behaviour change experiments – real events in Stockholm - which we filmed and relased on Youtube. And at the funtheory.com, we showed how Volkswagen had applied the thinking to their cars. We also created a competition, the Fun Theory Award, for more ideas for helping people make better choices through fun. The Fun Theory rapidly became the most viral campaign in the world (according to ViralChart.com), and over 17 million people saw the Youtube films. The Fun Theory Award received hundreds of amazing competition entries from over 35 countries. And in Sweden, where it all began, Volkswagen now has the highest selling eco car. Describe the brief from the client: - Increase awareness of Volkswagen’s BlueMotion Technologies - Promote Volkswagen’s environmental program and drive interest and sales Results: The Fun Theory rapidly became the most viral campaign in the world (according to ViralChart.com). Over 17 million people saw the Youtube films. CNN, NBC, New York Times, The Guardian, Le Monde, all the Swedish newspapers and many more global media outlets spread the campaign and made the Fun Theory a global discussion topic. The Fun Theory Award received hundreds of amazing competition entries from over 35 countries. People used the Fun Theory to create new inventions and ideas. We had unleashed a global wave of creative thinking. The campaign was a success for the Fun Theory, VW and even the global environmental debate. We had put the philosophy behind BlueMotion Technologies on the map, and created a global conversation on the role of fun in changing human behaviour for the better. And in Sweden, where it all began, Volkswagen now has the highest selling eco car. Execution: Our solution was theory, focusing on the thinking behind the cars; that the easiest way to change human behaviour for the better is by making it fun to do. We called this The Fun Theory. We tested the Fun Theory in three behaviour change experiments – real events in Stockholm - which we filmed and relased on Youtube. The experiment were The Piano Stairs, The World’s Deepest Bin and the Bottle Bank Arcade. All experiments were subtly branded as ”An initiative by Volkswagen”, in order to facilitate viral spread. The experiment films were gathered at the funtheory.com, where people could learn more about how Volkswagen had applied the thinking to their cars. We also created a competition called the Fun Theory Award, where we asked people to compete with their own ideas for helping people make better choices through fun. The Situation: Volkswagen asked us to create a campaign that would generate interest around BlueMotion Technologies. A series of cars and innovations that help reduce environmental impact without compromising on performance or the joy of driving. Our challenge was to launch Volkswagen’s BlueMotion technologies when the eco car market was booming, and an environmental focus was more of a necessity than an interesting difference. How could we interest people in a new eco car line when most people saw it as ”more of the same”, and how could we get across the innovative thinking of VW? The Strategy: Our insight was that VW made it easier to choose an eco car by making them more fun – that they brought a new twist to eco cars by focusing more on performance and driving experience , thus promoting a better choice through fun. We wanted to spread this innovative thought, that showed VW’s visionary thinking and had a wide range of applications beyond cars. Thus, our solution wasn’t a big conventional ad campaign pushing the technology and how it made the cars fun to drive. We wanted something more visionary, something different.
有趣的理论
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The Fun Theory
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基本信息
- 广告战役： #大众汽车-推广与活动-2988#
- 广告品牌： 大众
- 发布日期： 2000
- 行业领域： 汽车/工具
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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获得奖项：
- Cannes Lions 2010 银奖 公关活动（Sectors & Services/Automotive and Transport）
- Cannes Lions 2010 铜奖 影视（Other Film Content/Internet Film）
- International ANDY Awards 2010 铜奖 电视(30秒以上)（Automotive Products）
- EPICA(EuropesPremierCreativeAwards) 2010 铜奖 影视（Online Films）
- Eurobest-TheEuropeanAdvertisingFestival 2010 金奖 互动（Viral Video）
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