The fun theory

An interesting digital campaign has launched from DDB Stockholm and is generating some buzz around viral films posted on YouTube and at a microsite for VW.
The premise of the campaign is that if you make things more fun, it’s easier to change people’s behaviour.
"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"
Among the experiments: does turning a set of subway stairs into a real-life piano encourage people to use them (answer: yes, 66% more). Another experiment asks whether making a trash can sound like a 50ft-deep well will make people pick up their trash. An upcoming experiment, meanwhile, will turn a bottle recycling center into an arcade game.