Can making something fun influence consumer behavior? That’s what Volkswagen set to find out with its Fun Theory campaign, which involved transforming a staircase in a Swedish subway into a giant, working piano keyboard.
Not only did this campaign encourage consumer participation, which in turn garnered media coverage and independent posts (like this one!), but it delivered the message that Volkswagen had wanted to send home all along: that their cars make driving fun. Nice campaign, VW.
Check out the other elements of Volkswagen’s Fun Theory campaign, here.