This VW initiative is dedicated to the thought that fun is the easiest way to change people’s behaviour for the better. There is something in here for everyone, I can’t wait to see the ultimate winner in the fun theory award.
I love the piano staircase example. It got me thinking of less effective corporate communications deployed in trying to drive behaviour change. Here goes..
“As part of our corporate social responsibility we continuously review our operations to ensure the best service for our customers and the communities we serve. A recent increase in slips, trips and falls on our escalators has lead us to review pedestrian access to our subways. As a result, we have decided to decommission all escalators in our subways. By doing so we will reduce our operating costs, make a safer environment for our customers and reduce our carbon footprint. Management apologise for any inconvenience caused and we appreciate your help in cutting costs and saving the planet”
Disgruntled customers, complaints, negative press, loss of trust and corporate reputation.
For me this proves that engagement is far more effective when you tap into emotional rather than rational drivers.