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Volkswagen Case Study
Volkswagen launched The Fun Theory campaign to promote their more environmentally friendly BlueMotion cars. The campaign used videos online showing how small acts that are fun can inspire positive behavior change. This garnered significant attention globally. While not explicitly an ad for VW, it subtly promoted their new efficient yet stylish BlueMotion models. The campaign engaged viewers and encouraged sharing the videos widely on social media. This raised awareness of VW's green credentials and led to more BlueMotion cars being sold internationally, demonstrating how fun marketing can effectively promote products and influence consumer behavior.
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Volkswagen Case Study
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- 2. The Fun Theory(TFT) Hybrid, electric, fuel efficient: Earth friendly? Yes. However also cheesy, weak, not stylish and lame..…Prius. This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behavior for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better. Initiated by Volkswagen (VW) to show how things we don’t like when made fun, are more desirable. Better cars that are just as stylish and powerful; why wouldn’t you like them? http://www.youtube.com/watch?v=Ihai50diA7o
- 3. A Campaign Withina Campaign VW uses TFT to promote BlueMotion BM is VW’s response to TFT. In TFT, strongly supports that people will behavior better when something is fun. Right? VW plays a subtle role in TFT, limiting ad overload, which works to their advantage. The use of non-car examples leads the viewer to the same conclusion above. VW uses that opportunity to promote their new cars that are meant to be fun and very efficient. Thusly connecting the dots between the three. VW sells more cars under the BM label that are more environmentally friendly yet just as fun to drive; all from the attention received through TFT
- 4. Think Blue: BlueMotion Technology TSI Engine: low fuel consumption, abundant pulling power and high torque from low revs. 2009 Engine of the Year TDI Engine: fuel economy, low emissions, high torque and outstanding power efficiency Ecofuel: runs on gasoline and natural gas; more power with 85% less environmental impact DSG: first auto gear system that has better fuel consumption than manual gear systems blue-e-motion (2013): emission-free acceleration, agile handling as a standard with 270 Newton meters of torque Polo BlueMotion: 2010 World Car of the Year
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- 6. Marketing TFT; aninitiative to indirectly reach an audience, not just another ad for a car. TFT captivates the audience with an idea, gives proof to its validity, and set up the viewer to give VW BM cars a thought. TFT is a community that spans the globe, allowing for user submissions towards the theory The fact that the world got so involved with this idea, giving their own ideas, supports it even more All the while VW gets its plug to an large audience
- 7. How the VWTFT & BM Campaign Worked Captivating: Video created a buzz around the internet Purpose: people want to naturally do good, this was a mode for doing so Validity: support convinces the viewer Engaging: included viewers to play a role as well as wanting to learn more about its parts Competition: cash prize to submission winner New entries submitted frequently, bringing the viewer back Visual: further support as it depicts the reasoning behind it Accessibility & easy sharing: Websites, Facebook, Twitter, Youtube; technology allows its widespread access and spread
- 8. The Internet Theuse of the internet is a cheap way to reach an worldwide audience, but that doesn’t mean they will give any attention to the ad at the side of a page The combinations of unique marketing campaigns draw an audience in and keeps them captivated The video for TFT was posted on Youtube, went viral, and the attention received was incredible With a response similar to KONY2012, TFT was able to publish their purpose, and let the audience advertise TFT it themselves. Meanwhile VW nonchalantly gets credit and promoted.
- 9. Social Media ThroughFacebook posts, Tweets, blogs and emails, the campaign was shared with an innumerable amount of people from around the world, who actually paid attention The campaign content is able to be shared with 1 click With this receptive audience, VW was able to successfully promote and sell their new BlueMotion cars, reaching far more people than a commercial could have
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- 11. How VW andTFT Relate to IB Successful International Marketing reaching many international markets Worldwide Demand- International Trade Sales expansion; innovation & new line of cars BM VWs sold in 54 Countries Risk minimization: TFT makes green cool; cool sells Geographical influences; USA vs. other countries
- 12. How VW andTFT Relate to IB Globalization Technology; communication Consumers know and want foreign goods Entry/Production Strategy: The international audience can help VW plan where as well as when to produce and sell their product in different markets Competition is global; VW separated itself in the green car market around the world. It can compete with other MNCs.
- 13. VW Image: Volkswagenis Germany’s greenest brand. According to independent consultants Interbrand, Volkswagen is the number one German car maker in the field of environmental conservation and sustainability – and the number four worldwide. VW has an understanding of how to connect with the most amount of people to promote their cars and name. Whether they want a car or not, the marketing campaign works in their favor. Justifies higher price than other green cars manufactured by competitors
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