THE SPEED CAMERA LOTTERY by DDB Stockholm for Volkswagen

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Industry Cars
Media Ambient
Market Sweden
Agency DDB Stockholm
Creative Director Andreas Dahlqvist
Producer Joakim Kromnér
Photographer Simon Higby, Martin Lundgren
Account Supervisor Jerker Fagerström
Typographer Niklas Andersson
Released June 2011


Cannes Lions 2011
Outdoor Lions Stunts & Live Advertising Bronze

Credits & Description

Type of Entry: Ambient
Category: Stunts & Live Advertising
Advertiser/Client: VOLKSWAGEN
Advertising Agency: DDB STOCKHOLM, SWEDEN
Chief Creative Officer: Andreas Dahlqvist
Creative Director: Andreas Dahlqvist
Art Director: Martin Lundgren
Copywriter: Martin Lundgren
Advertiser's Supervisor: Katarina Lakowitz/Åke Lundberg
Planner: Michael Bugaj
Account Manager: Barbro Långjuth
Account Supervisor: Jerker Fagerström
Producer: Joakim Kromnér
Photographer: Simon Higby/Martin Lundgren
Typographer: Niklas Andersson
Other Credits: Idea The Speed Camera Lottery: Kevin Richardson. Web Producer: Linda Eriksson.
Description of Ambient execution:
Our challenge was to drive interest for Volkswagen BlueMotion – a range of car innovations that lowers environmental impact without compromising on the joy of driving.
Our original solution to this was The Fun Theory – that fun can change human behaviour for the better – a global success we wanted to build on.
Our competition, The Fun Theory Award, had previously received hundreds of amazing competition entries from over 35 countries. But the winning idea had come from Kevin Richardson, a San Francisco-resident who came up with the Speed Camera Lottery.
Kevin’s idea revolved around fining speeding drivers and rewarding those that obeyed traffic regulations through a lottery, where the winnings came from the speeding drivers fines.
We decided to give back to the Fun Theory community and test if the Fun Theory could make a difference in keeping drivers safe, by making Kevin’s idea reality. The Speed Camera Lottery was launched in Stockholm.
The Speed Camera Lottery was implemented in collaboration with Sweden’s National Society for Road Safety on a busy road in Stockholm. Over a 3 day period, 24 857 cars passed our speed camera. In a sense, this was our only media channel.
But as we had planned, the idea was picked up by the media and the blogosphere, who were also inspired by the idea of using fun and rewards to increase traffic safety.
The Speed Camera Lottery was discussed in leading local newspapers, the local TV news, the New York Times and automobile blogs. The Fox News morning show did a special feature on the Speed Camera Lottery. The Lottery was also covered on the BBC World Service, reaching 45 million listeners.
A Google search on “Speed Camera Lottery” gave 0 hits before the campaign started. Just one week after it gave 36.600 hits. Today, it’s 287 000 hits.
The Speed Camera Lottery reduced the average speed of traffic on a busy Stockholm road by 21.6% - equivalent to 6.8km/h. The campaign sparked debate around how fun could change behaviour on the roads for the better, both in Sweden and around the globe – generating amazing PR for Volkswagen. And Volkswagen’s share of the eco car market in Sweden grew by 84%. (source:
We had increased the Fun Theory’s momentum, rewarded our loyal fans by realizing an idea directly from the global Fun Theory community, and continued to reinforce the visionary thinking behind BlueMotion Technologies.
English Translation of Main Headlines:
The speed camera Lottery