Interesting observation. Though, just to be clear, this promotional series VW has been doing called "The Fun Theory" is merely meant to observe how fun can affect human behavior for the better. The tie-in with their brand, of course, is that fun IS functional.

This is the first/only experiment connected with the government (and the Swedish government at that). The rest have been environmental or health-related (making more people recycle, take the stairs, etc).