In an experiment to encourage people to take the stairs rather than the escalator, Volkswagen Sweden and ad agency DDB Stockholm transformed subway station stairs into a giant piano as part of VW's new marketing campaign "The Fun Theory." Outfitting the steps with black and white piano keys resulted in 66 percent more people than normal choosing the stairs over the escalator.
Although the undertaking was part of a series of do-good videos to promote the carmaker's new eco-friendly BlueMotionTechnologies brand, the concept of using fun to change people's behavior towards nutrition and exercise is a practice that could be applied more widely.
Via Garr's Posterous
Video by The Fun Theory
