Volkswagen believes that something as simple as fun is the easiest way to change people’s behaviour for better. It's about surprising people, creating something inconvenient, something that increases people's curiosity and creativity. Doing something good too. The Piano Staircase, The world's deepest bin and Bottle Bank Archade Machine are only few examples... The agency DDB Stockholm turned subway stairs into a real life piano and thus encuraged people to use them. The number of people using stairs increased by 66%. It was a brilliant brand campaign for VW as milions of people watch a movie clip from this experiment on Youtube. It was also very well planed, well-thought-out, consistent social campain.
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