Volkswagen and its 'fun theory'

The Fun Theory (Rolighetsteorin), a competition / campaign / initiative from Volkswagen Sweden – created by DDB Stockholm in 2009 – it presents a series of clever ‘design interventions’ aimed at influencing behaviour through making things “fun to do” – taking the stairs instead of the escalator, recycling glass via a bottle bank and using a litter bin. The stairs are turned into a giant piano keyboard, with audio accompaniment; the bottle bank is turned into an arcade game, with sound effects and scores prominently displayed; and the litter bin has a “deep pit” effect created through sound effects played as items are dropped into it. It’s exciting to see that exploring design for behaviour change is being so enthusiastically pursued and explored, especially by ad agencies, since – if we’re honest – advertisers have long been the most successful at influencing human behaviour effectively (in the contexts intended).

Ideas, the winning idea and the implementation of the winning idea is shown further.

Finally, the winner has been chosen.
Can we get more people to obey the speed limit by making it fun to do? The idea here is capture on camera the people who keep to the speed limit. They would have their photos taken and registration numbers recorded and entered into a lottery. Winners would receive cash prizes and be notified by post. Better still, the winning pot would come from the people who were caught speeding.

And now... the implementation of the winner's campaign!