SMALL STEPS AND THE POWER OF THE CROWD

CITIES - SPLITTING AT THE SEAMS

THE CHALLENGE

BEHAVIOURAL INSIGHT

People want:

• To make a difference • To live in nice places

Human behaviour is:

• 85% unconscious • Influenced by the crowd • Motivated by reward & recognition

85%

FORCE vs. FUN

OLD WAYS DON’T WORK

TERABYTES OF (OPEN) DATA

MapMyWALK

QUANTIFIED SELF

LONDON

35% Under 2 km

50% Under 3 Km

0.15km/h Average speed

CAR JOURNEYS IN LONDON

QUANTIFIED COMMUNITY

THE SOLUTION ?

WALK THE TALK

Games Behavioural Insights

Pester Power

Open Data

WALK THE TALK

START INSTALL SENSORS

FINISH

HAPPIER SAFER

HEALTHIER CITIES

3

2DESIGN LAB

ENGAGE

COMMUNITY

BETA TESTING

kids & experts

BUILD

SCALE

AGGREGATED DATA

PUBLIC INFOGRAPHICS

PUBLIC SCREENS

PUBLIC SCREENS

NEXT STEPS

PHYSICAL MANIFESTATIONS

HOW IT WORKS

1• Kids download app (+ 10 points) • Creates Profile

2 • Recruits adults (5 points per adult) 3 • Adults pledge amended behaviour

Each Adult 5 points

4 • Adults walk • Points Aggregated5 • Kids achieve milestones and get more points

6

Public Signalling

7Kids - level up/vouchers to share with team

School - Leader Board + Star monthly local prize

• Prizes

Public Signalling / Events

HOW IT WORKS

Walk The Talk

I AM HERE

1 KM

2 KM (10 POINTS)

3 KM (20 POINTS)

4 KM (40 POINTS)

5 KM (50 POINTS)

TIME DATE POINTS

WHERE AM I - LAMBETH TEAM KIEL

Y

Walk The Talk Digital Leader Board

TIME DATE

400 POINTS 385 POINTS 370 POINTS 300 POINTS 280 POINTS

Schools

School 2 400 POINTS

School 4 385 POINTS

School 5 370 POINTS

School 1 300 POINTSSchool 3 280 POINTS

Teams

STAR PRIZE WINNER

Beta 1

SCALE AND REACH

2014 2015 2016

3

Beta 2 Live

LondonNational

5 75 1500 18k

60 kids 600 adults

300 kids 3000 adults

2 million kids 20 million adults

900 kids 9000 adults

180k kids 1.8m adults

Beta Test in Lambeth

BENEFITS TO LOOP LABS

Reach

Accepted currency

Infrastructure

Partners

BENEFITS TO NECTAR

Positive PR

Access Local Retailers

Brand Alignment

Social WOM

CSR

Acquisition

+KIDS +COMMUNITY +COUNCIL +INDUSTRY +RESEARCH

DESIGN LAB 24TH FEBRUARY