How can you motivate people to change their behaviour especially when it has become daily routine? That is for instance taking the escalator instead of the stairs, leaving waste lying around on the park bench instead of throwing it in a bin or breaking the speed limit on the way to work since you are in a hurry and there have never been any speed limit controls on this stretch ever. The answer is rather simple: the alternative behaviour has to be fun!

And this is the exact approach of ‘The Fun Theory’, a marketing campaign for a major German automobile manufacturer developed by the Swedish advertising agency DDB Stockholm around Creative Director Andreas Dahlqvist in 2009. It goes without saying that the customer is first and foremost interested in the positive effects that these viral videos have for its brand. But thanks to the innovative concept as well as the imaginative and consequent implementation of great ideas, the videos offer far more than just the dull sales message ‘Buy me’. Instead they elucidate that it is not that difficult at all to save the environment, improve one’s health and contribute to a more harmonious coexistence in society: ‘… these videos are not only a marketing tool; they are creating mindfulness among consumers with positive societal implications.’ (teatime-mag, S. 76)

At http://www.thefuntheory.com the winner of the ‘Fun Theory Award’ was selected at the beginning of the year. Kevin Richardson (USA) won the jury over with his idea of the speed camera lottery for car drivers who kept the speed limit. The winning pot would kindly be ‘donated’ by the people who were caught speeding. Visit the website for more innovative ideas and have fun!

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