Volkswagen Case Study: The Fun Theory

& BlueMotion

Mark Zatta

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

A Campaign Within a CampaignVW uses TFT to promote BlueMotionBM 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

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

http://www.youtube.com/watch?v=hsT-GZVuaco

MarketingTFT; an initiative 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

How the VW TFT & BM Campaign WorkedCaptivating: Video created a buzz around the internetPurpose: people want to naturally do good, this was a

mode for doing soValidity: support convinces the viewerEngaging: included viewers to play a role as well as

wanting to learn more about its partsCompetition: 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

The InternetThe use 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.

Social MediaThrough Facebook 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

TFT Website

How VW and TFT Relate to IBSuccessful International Marketing reaching

many international marketsWorldwide 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

How VW and TFT Relate to IBGlobalization

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.

VW Image: Volkswagen is 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

Sourceshttp://www.thefuntheory.com/http://

en.volkswagen.com/en/innovation-and-technology/innovative-technologies.html?themeId=theme2

http://thinkblue.volkswagen.com/en_COM/indexhttp

://www.rolighetsteorin.se/bluemotion/en/overview/#/alla/http://www.wcoty.com/media/?release=57&year=2010http://www.youtube.com/watch?v=Ihai50diA7ohttp://www.youtube.com/watch?v=Kv8yOPyby4shttp://architectures.danlockton.co.uk/2009/11/03/thoughts-

on-the-fun-theory/

http://en.volkswagen.com/en/innovation-and-technology/technical-glossary/bluemotion.html