“Fun Theory” is a key philosophy behind the design of Volkswagen cars. The brand believes that you can inceltivize people to do good by providing a more fun way of doing something. To promote their Bluemotion cars, VW focused on the environmentally friendly values behind the cars rather than specific features. They created an experiment to see if more people would choose to use the stairs instead of an escalator, by turning the stairs in a subway station into piano keys.

The experiment was successful with 66% more people than usual choosing to take the stairs. In addition, over 700 Fun Theory ideas and inventions were submitted from 35 countries on VW’s website.