(8 votes, average: 3.88 out of 5)
Waternet is (amongst other things) responsible for cleaning the canals in Amsterdam, a pretty big task in itself. But each year on “Queensday” they come under siege from millions of people consuming excess amounts of alcohol, who in turn, use the canals as a very convenient toilet…
So this year, Achtung teamed with Waternet to create digital installations on numerous outdoor toilets to gamify the human necessity into something that was better than just peeing in the canal! Rigged up with Arduino boards and pressure sensors, the outdoor toilets became gaming stations in multi-player events to float the duck to the top! Very cool concept.
This is 100% VW Fun Theory.
Now that’s what I call a great, great concept and one of the best uses of digital in a public space I’ve ever seen! And let’s face it, there’s been lots of pointless experiential digital installations by big corporates that have no use whatsoever other than to promote a brand. But this is useful on so many levels including protecting the environment – I love a bit of tree hugging in marketing campaigns!
However, I wonder if this would be possible in the UK – I bet the red tape and bureaucracy would put a stop to it at the first hurdle!
I left a comment before but it seems to have been deleted. If this comment section is to encourage one to voice their opinion or thoughts, then their comments shouldn’t be censored.
Having said that, here are my two cents:
- This is 100% VW Fun theory: do something everyone already does, twist it to make it fun, change their behaviour. And Paul, this campaign, where the idea is 100% the same as this urinal one from Amsterdam (executions are different), don’t just “promote a brand”. The VW campaign changes the behaviour of people for the good, it’s not just ‘a pointless installation by big corporations that have no use whatsoever other than to promote a brand’. (I know you’re not singling out VW directly, but I have to point).
The VW campaign:
- Encouraged recycling by turning a recycling bin into a game, where the more you drop in to various holes the more points you get
- Encouraged safer driving by turning speed cameras into a ‘lottery’, surprising people by rewarding them for obeying the speed.
- Promoted health by encouraging people to take the stairs rather than the escalator by turning the stairs into a giant keyboard…
And these are the few quick ones that come to my head.
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