There’s no doubt that if you want to engage people in your cause you need to not only answer the question, “What’s in it for me?”, but you have to make sure what’s in it for people is something they’ll enjoy getting out of it. This video by Volkswagen’s ad agency in Sweden, DDB Stockholm, is apparently going viral because it demonstrates just that.

You want me to take the stairs instead of the escalator because it’s good for me and saves energy? No thanks. You want me to take the stairs instead of the escalator because it’s fun? Sure! These people aren’t saving energy and burning a few extra calories. They’re having fun! And never mind the fact that there’s no car in the video. You’ll enjoy it so much that you’ll hardly notice. But then that’s part of the point. This is one of a series of videos in a new initiative by Volkswagen to try to get people to change their old ways by making the new way fun.

Engagement is a funny thing. While there’s definitely a growing, albeit small, number of people who will do the right thing because it’s the right thing, the reality is most of us are pretty selfish and want something for our sacrifice, no matter how small. Whether you’re selling a product or trying to get people involved in your cause, engage them in a way that will be worth their while. It’s not easy, but when done right will get people on board with you and put your brand well above your competition.

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