VW's The Fun Theory

Recently, I came across Volkswagen's 'The Fun Theory' program on Youtube. Essentially, this initiative is a contest to have people create fun ways to change behavior for the better. Here are some examples I came across on Youtube:

What I like about this program, is how VW is finding fun ways to change behavior, and through these videos you can see how they have worked! But what also makes this so great, is that it suits the VW brand!

VW is the people's car - so here they've found a way to help 'the people' by changing behavior for the betterment of 'the people' (i.e. becoming more active by taking the stairs - cleaning up the park by putting more trash in the bin). I think this is a great initiative that is completely on brand - fun and for the people!

What also makes this initiative great, is that it has brought its customers into the mix, in the form of a content, by asking them to create ways to change behavior with fun. This now creates a dialogue that engages customers on a more meaningful level - VW is not just talking about cars, but it's talking about doing good for people because it is the people's car!

This is ideal because customers want to associate themselves with brands they share values with, as I mentioned in Branding for a Seamless World. So, I believe, when customers are in the market to buy a car, they will be more likely to select the brand they feel has done something positive for them (or their environment or the greater population), so they will return the favor with a purchase. Or for those who already own a VW vehicle, it makes them feel proud of their brand association, which creates a deeper connection with existing customers stimulating loyalty and repeat purchase!

VW has created a great example demonstrating how your brand can lead to a deeper and more meaningful connection with customers to stimulate brand awareness and loyalty!