As consumer pressure for corporate responsibility rises, many companies are scrambling to find their cause. As a result, many of these social initiatives end up being a modular subset of the marketing department (”We’re doing good stuff, let’s let the public know”), and are rarely tied back to the soul of the organization. They have become an annoying budget and time suck, rather than a compelling reason for being.
Except for Volkswagen.
Volkswagen has always been a brand with personality. Quirky, independent, but serious when it comes to engineering. They have leveraged both their consistent personality and performance beautifully in their most recent campaign, where they boldly claim that we can change people’s behavior for the better by making things more fun. They call it the Fun Theory.
You can’t help but smile after watching these.
But this is not just a clever, uplifting commercial series. Volkswagen is living this mantra, not just marketing it- they believe that if they can make eco-friendly cars more fun, more people will drive them. That’s how BlueTechnologies was born, a new line of VW engineering that makes their cars more efficient, consume less, while staying true to great design and exhilarating driving. They just seem to really get it.
Kudos, VW.
Erica Rosen
Strategist
Tweet this | Tags: brand, cause marketing, difference, fun, responsibility, volkswagen
