Rolighetsteorin, a.k.a. "Fun Thory"
Volkswagen is marketing Volkswagen by not marketing Volkswagen. Through a series of Youtube videos that encourage environmentally- and socially-sustainable behaviors through innovative design and creative use of space, the Rolighetsteorin campaign is building up their brand's sustainability chops for consumers without getting mired in heavy-handed environmental didactics, or the awkward dance of trying to fit the info about the car and the info about the planet into the same 15 second soundbite. Take a look at the "Piano Stairs" video above - it's a simple thought: people would take the stairs if it was fun. It's also a complex question: how are our urban environments supporting our personal health and well being?So far, "Piano Stairs" has had almost 2 million views sincewas posted last Wednesday - people are obviously intrigued by the way that these simple experiments shine a playful light on our backwards behavior.Rolighetsteorin has nothing to do with cars, alternative fuels, manufacturing, smart driving or claims about CO2 emissions - it simply skirts the issue to talk about people. So, as they stack up hits to their site, are they playing fair?