Autoban for the better and having Fun

The fun and quirky car company that brought the world the Beetle and other fun zippy cars like the Rabbit is taking their marketing beyond cars but keeping the fun.

Volkswagen. The Theory of Fun.

Busting out some truly innovative ideas VW is getting people in Stockholm to have fun and do good. Check out these spots that have gone massively viral:

Staircase


Garbage Bin:




But here's the thing: Volkswagen is a car company, their main objective year over year is to sell cars, is it not? So how are they selling cars when their marketing campaign doesn't include any? Even their website thefuntheory.com offers more videos and a chance for people to submit their own ideas for awards.... and NO cars.

For a young urban professional, they are buying the brand. Yes, of course the typical factors play into their choice (price, features, safety, size) but they will look to and lean on the brands that speak to them.

What is interesting though is their dig for a deeper connection through the additional layer of "doing good". It's a fairly common belief that the younger generation is more deeply concerned about social issues (obesity, environment, helping others). Car companies are often vilified for being massive polluters and supplying the world with polluting machines. So it's interesting that VW is taking this perspective.

Are they smart? Risky?

Will we see these in Toronto, Vancouver or anywhere in North America?