The Fun Theory holds that "something as simple as fun is the easiest way to change people's behavior for the better."
In this video, the fun theory is tested at an Odenplan subway station in Stockholm, Sweden, addressing one the question: "Can we get more people to choose the stairs by making it fun to do?" The video explains that by turning the staircase into an interactive keyboard, the fun theory is demonstrated as 66 percent more people than normal chose the stairs over the escalator.
The videos are part of a marketing initiative created by Volkswagen Sweden and ad agency DDB Stockholm. The campaign extends to a Fun Theory award, which will be presented to the idea or invention that best demonstrates the theory. Competition entrants are accepted until December 15, 2009.
The campaign asks, "What Happens When We Make Choices Fun?" and answers itself: "Fun can obviously change behavior for the better."