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Some companies and agencies genuinely commit to understanding consumer insight (planning), to make great advertising (creative).
VW and DDB have been in this area for a while, whilst other agencies and clients flounder in the effort to attract (rather than understand) their consumers.
This is a great illustration of the point from VW. And it reflects very positively on their brand.
In the words of the agency:
“We believe that the easiest way to change people’s behaviour for the better is by making it fun to do. We call it The fun theory. Do you have an idea that uses fun to change behaviour? Enter now for the chance to win €2500. http://www.thefuntheory.com “
This is a classic & immediate example.