nice simple concept by VW – great way to highlight they are a think outside of the box kind of brand, while producing some great viral activity.

After a time, ‘Fun’ can no doubt turn to ‘Novelty’ and we all know ‘Novelty’ easily wears off, but I love the notion of causing changes in behavior with positive actions rather than threats or consequences. So far in the climate change debate, for example, too many messages are about ‘Massive Doom and Gloom Scenarios’ – for one reason or another these messages are rarely a catalyst for change with the masses – subconsciously overwhelmed they all too often continue with behavior as normal. VW may well be onto to something here with their Fun Theory…