3.en.59 Viral videos and “the fun theory campaign”

Do you remember last year post about subway stairs being transformed into a real life piano key board? By now you all know how beautiful the Stockholm underground is and how Swedish rely on public transport much more than we do, so it will not bother you to go up the stairs once again, will it? Now that you have your own Stockholm street map you can spot the Tunelbana station, Odenplan, where the experiment took place.

Well, the experiment was part of  campaign of a publicity agency,  DDB Stockholm. Though the campaign was promoted by Volkswagen, it aimed at promoting how changing lazy behaviour is not that difficult  and claimed that  discovering the fun side of acting responsibly could be rewarding.  Probably Volkswagen wanted to  associate its brand with  the idea of environmentally friendly cars.

  • Do you think it worked?

In this kind of publicity, the brand name, Wolkswagen is subtle, it just appears at the end of the video as VW logo.

  • Can you think of any other campaigns where the brand name or the product being advertised is also difficult to spot?
  • Do you know what a viral is?
  • Do you recycle bottles? Can you think of a way to make it fun?

Well, this experiment took place in Stockholm too and this is what happened?

  • How many people used the new bottle bank in one night?
  • How many people used the average containers?

Finally, the agency launched a contest to make people contribute to their fun theory with new ideas.

This was the idea that won the contest. Let’s see what you think about it. Have you got any bright ideas yourselves?

  • Do you think fun can change behaviour for the better?
  • How does the speed camera lottery work?
  • Did the  speed camera lottery make drivers slow down?


Post your answers and comment to the blog for Friday 18th

2.en.41 Stockholm underground: an art gallery

This term, we have been talking about sustainability. An efficient public transport network is essential to encourage citizens to use it and to reduce the number of private vehicles in the city. Many people associate underground with dark tunnels, crowds and uggly stuffy places. Have a look at this pp on the underground of Stockholm.

  1. What do you think of it?
  2. Do you think that  using the underground tunnels to display art makes travelling by tube a more pleasant experience?
  3. Which slide did you like best?
  4. Do you think it is a good idea to use underground stations to display artwork?
  5. Look for one of the stations that appear in the slide show in your map. Which line is the station situated in?

Post your comments to the blog

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2.en.40 Stockholm 2010 European Green Capital

This year we set off talking about sustainability and about a  European city, Stockholm, that during 2010 was given the award of European Green Capital.

In this web page you can find out some of the aspects that were taken into acount to give Stockholm this award.

Why is Stockholm called the Venice of the north?

Watch this video and find out some of the good things about being a European Green Capital.

tNow, having a map of Stockholm in your hands, walk around Stockholm and look for the city landmarks in your map.