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IHAVEANIDEA.ORG > articles >  Schenck’s Take // The Speed Camera Lottery: Big Brother Is Paying You


Schenck’s Take // The Speed Camera Lottery: Big Brother Is Paying You

Posted on January 6, 2011 and read 1,982 times

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erniesheadshot Schenck’s Take // The Speed Camera Lottery: Big Brother Is Paying YouErnie Schenck
Freelance Creative Director


If Digital Death proved that the power of celebrity had its limits, Volkswagen’s Fun Theory proved that fun is a lot more effective at getting people to change their behavior than rules, laws, stern lectures, warning labels or just about anything else. Turn a flight of stairs into a keyboard and whoo boy, even 450 pound sumo wrestlers can’t wait to bang out Twinkle Twinkle Little Star on their way up from the metro. It was eye opening.

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So successful was the project that DDB Stockholm and Volkswagen decided to see what other cool Fun Theory ideas might be out there. The contest they launched proved that, yes, in fact, there was no shortage of them. But the one that topped them all came from a guy named Kevin Richardsson in San Francisco. It’s called Speeding Camera Lottery.

Richardsson wondered if speeding motorists might be encouraged to slow down if they thought there might be something in it for them. You know, since getting to live another day didn’t seem to be cutting it.

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What if you could use video cameras to track down the drivers who break the law, slap a fine on them and in turn, put that money into a pool where law abiding drivers had a chance to win some of the cash.

And that’s exactly what DDB, Volkswagen and The Swedish National Society for Road Safety did. The pilot program, which ended last month, ran in Stockholm and the results are nothing to sneeze at. According to Volkswagen, average speeds at the demo intersection before the installation of the Speed Camera Lottery sign was 32 kilometers an hour. In three days, it had dropped to 25 kilometers an hour. Not because drivers feared getting a citation but because the chance to win cash is, yeah that’s right, fun.






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