The speed camera lottery

Agency Network: 
June 2011

The Speed Camera Lottery - The Fun Theory


Following up on the successful launch of Volkswagen BlueMotion Technologies via the innovative Fun Theory platform, Volkswagen and DDB created the Fun Theory Award, a competition which ultimately saw 699 amazing entries from more than 35 countries. The winner was the Speed Camera Lottery, created and submitted by San Francisco's Kevin Richardson, a games producer for NickelodeonKids whose idea was based around rewarding those who obeyed the speed limit with the money raised through fining those lead foot drivers who exceed it. In October 2010, the idea became reality and was tested in Stockholm, in collaboration with NTF (The Swedish road transport authority). Speed Camera Lottery worked on many levels: the average speed was reduced by 22%. Media ranging from ABC to the BBC Worldwide Service covered the campaign, the competition and the winning idea. Even better Speed Camera Lottery helped Volkswagen continue to boost share and sales in Sweden. From January to June 2010 Volkswagen market share increased almost 4% to 12.9% while sales grew by 5.8% compared to an increase of 3.9% for the overall market compared to the first half of 2009. In the eco car segment alone, Volkswagen saw market share leap from about 8% to nearly 15% proving another theory at DDB: Creating ideas that people want to play with, participate in and pass along is good for business.

Ambient advertisment created by DDB, Sweden for Volkswagen, within the category: Automotive.

Advertising Agency: DDB, Stockholm, Sweden
Creative Director: Andreas Dahlqvist
Copywriter: Martin Lundgren
Art Director: Simon Higby
Designers: Niklas Andersson, Rasmus Kellerman
Account Manager: Jerker Fagerström
Director: Michael Bugaj
Production Manager: Barbro Långjuth
Idea: Kevin Richardson, Social Media

Comments (3)

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Ads.chinaSMACK's picture
Activity Score 271

Not that great in terms of 'fun' in my opinion, where is the immediate 'fun'? you have to wait to get a mailing through your door. The fun theory with the musical stairs was far, far better.

However, reducing the speed of motorists was nice to see.

Advertising @ chinaSMACK

kleenex's picture
Activity Score 50224

I do not see the idea of this being fun, BUTTTT getting people to reduce their speed is the good thing.

ajitart's picture
Activity Score 53