Digital
The Fun Theory — Piano Staircase
Volkswagen · 2009
- Agency
- DDB Stockholm
- Campaign
- The Fun Theory
Analysis
Volkswagen’s online Fun Theory campaign used playful experiments to encourage changes in everyday behavior. This image shows a staircase made to resemble piano keys beside an escalator.
Playful utilityBehavior experimentVisible participation
Why it worked
The piano design gives an ordinary journey an unexpected attraction. Its position beside the escalator makes the choice between effort and convenience visible. Showing people use the staircase turns the campaign’s idea into an observable action. The video format lets that small public experiment become a story people can share beyond the station.
Lesson
Make the desired behavior more enjoyable when asking people to change a habit.
Image source
© Volkswagen. Shown for study and commentary.
Not affiliated with or endorsed by Volkswagen.