Comments on: Volkswagen’s “Fun Theory” More Strategy Than Child’s Play http://michelletripp.com/index.php/2010/07/16/volkswagens-fun-theory-more-strategy-than-childs-play/ The BrandForward Blog℠ provides a fresh look at trends in marketing and advertising, technology and social media, with a focus on how social media and emerging technologies are moving the industry forward and changing the way brands connect with the consumer. Sat, 19 Nov 2011 14:53:00 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: michelletripp http://michelletripp.com/index.php/2010/07/16/volkswagens-fun-theory-more-strategy-than-childs-play/comment-page-1/#comment-14552 michelletripp Sun, 18 Jul 2010 17:59:00 +0000 http://michelletripp.com/?p=2205#comment-14552 Jon, that must have been incredible to see in person. When you mention how the vibe was so different and everyone was smiling, that's just one of the benefits of creating a brand experience. It really touches people and makes the kind of connection that lives in the heart. Doesn't everyone love someone who makes them laugh and smile? You don't easily forget someone who touches you that way. It's the same for brands.<br><br>Although the caveat is that for the consumer to really remember the brand, the creative needs to have a strong tie to the brand truth in addition to creating an experience. I can't count the beer commercials that have had me laughing, but I also can't tell you which beer they were for. There's a difference between creative for creative's sake and strategic creative. That's why Volkswagen's Fun Theory is so special. It's incredibly creative and equally strategic.<br><br>Thanks for the comment, Jon! Let me know if you see anymore brand experiences. Jon, that must have been incredible to see in person. When you mention how the vibe was so different and everyone was smiling, that's just one of the benefits of creating a brand experience. It really touches people and makes the kind of connection that lives in the heart. Doesn't everyone love someone who makes them laugh and smile? You don't easily forget someone who touches you that way. It's the same for brands.

Although the caveat is that for the consumer to really remember the brand, the creative needs to have a strong tie to the brand truth in addition to creating an experience. I can't count the beer commercials that have had me laughing, but I also can't tell you which beer they were for. There's a difference between creative for creative's sake and strategic creative. That's why Volkswagen's Fun Theory is so special. It's incredibly creative and equally strategic.

Thanks for the comment, Jon! Let me know if you see anymore brand experiences.

]]> By: Jon Buscall http://michelletripp.com/index.php/2010/07/16/volkswagens-fun-theory-more-strategy-than-childs-play/comment-page-1/#comment-14548 Jon Buscall Sat, 17 Jul 2010 01:46:05 +0000 http://michelletripp.com/?p=2205#comment-14548 I actually happened to see this in person. It was filmed just 30 seconds away from my favourite Sushi place. The vibe around Odenplan was amazing. I've never seen so many people smile coming out of the T-bana. Usually we're all really dour and not looking at anyone. So, yes, the whole thing reminded us that creativity can change our experience of the urban setting. Everyone thought is was an art exhibition as all the metro stops (tunnelbana) in Stockholm have a different art theme.<br><br>As for Volkswagen, I hadn't seen this before but I see your point. Creatives really need to think like event marketers. It's a shame the summer floral exhibition in Ulriksdal here in Stockholm this year couldn't take a leaf out of their book. I actually happened to see this in person. It was filmed just 30 seconds away from my favourite Sushi place. The vibe around Odenplan was amazing. I've never seen so many people smile coming out of the T-bana. Usually we're all really dour and not looking at anyone. So, yes, the whole thing reminded us that creativity can change our experience of the urban setting. Everyone thought is was an art exhibition as all the metro stops (tunnelbana) in Stockholm have a different art theme.

As for Volkswagen, I hadn't seen this before but I see your point. Creatives really need to think like event marketers. It's a shame the summer floral exhibition in Ulriksdal here in Stockholm this year couldn't take a leaf out of their book.

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