This campaign is based on the idea of rewarding those who obeye the speed limit with the money raised through fining those lead foot drivers who exceed it. In October 2010, the idea was tested in Stockholm, in collaboration with the Swedish road transport authorithy. The lottery worked on many levels: the average speed was reduced by 22%.
Volkswagen: Speed Camera Lottery16
Volkswagen: Beetle Shark Cage
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- Date: 19 June 2011
- Industry: Automotive
- Media type: Ambient
- Agency: DDB, Stockholm
- Country: Sweden
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