| Title | TOPRUN 2014 |
| Product/Service | MOBILE GAMIFICATION, IBEACON BASED FITNESS BATTLE |
| Category |
A01. Innovation |
|
Entrant Company
|
PUBLICIS/PIXELPARK Hamburg, GERMANY
|
|
Advertising Agency
|
PUBLICIS HAMBURG, GERMANY
|
Credits
| Nils Liedmann |
Publicis Pixelpark |
Creative Director |
| Andre Bedekovic |
Publicis Pixelpark |
Senior Art Director |
| Tim Schroeder |
Publicis Pixelpark |
It Director |
| Sten Friedrich |
Publicis Pixelpark |
Senior Web Developer |
| Sebastian Mueller |
Publicis Pixelpark |
Senior Web Developer |
| Christopher Remmers |
Publicis Pixelpark |
Motion Designer |
| Paul Apostolou |
Publicis Pixelpark |
Creative Director |
| Svenja Meyer |
Publicis Pixelpark |
Account Director |
| Oliver Viets |
Publicis Pixelpark |
Chief Creative Officer |
The Brief
Situation:
Health problems caused by mainly sedentary activity – especially during work time - are a serious and evolving problem.
- On average, German office workers spend more than 80% of their working time behind a desk.
- Almost 80% of German screen workers complain about physical problems and discomfort at or after work.
- Every fourth sick leave in Germany is caused by back problems
Brief:
How can we motivate employees to change their lifestyle habits, get more exercise and move together – even in the office.
Idea:
Most companies already have the perfect solution to improve health and fitness of their employees – the staircase. Stair climbing is healthy and keeps you fit - yet most people just don’t do it. We wanted to motivate over 200 colleagues from various companies to use the stairs instead of taking the lift.
Therefore we created an interactive gamification concept in form of a cross-agency stair walking contest: THE TOPRUN.
The concept is based on competition and accompanied training, motivating people to use the stairs, acting as a collaborative sporting activity and creating a new team spirit.
Problem:
None of the existing gamification technologies and tools like e.g. Nike+ is working in a staircase or capable of counting stairs. Also we wanted the technology to work on every smartphone with only one overall hardware set up for all participants.
Solution:
Based on the new iBeacon protocol, we created specially configured mini transmitters. Together with our TOPRUN app, the system enables precise tracking of every stair climbed by every employee.
For this, we placed our homebrew beacons in the stairway, in the lifts and even at the snack bar round the corner. Besides the tracking, the competitors automatically receive motivational push messages on their smartphone, as soon as a beacon is in range. The messages vary depending on the floor, weekday, running frequency and gender.
All tracked results are accumulated and displayed in real time on an internal microsite. Personal stat-charts as well as compare functions for other runners or company results create even more motivation.
After a 10 days test run with 150 employees from four different companies (all under one roof but on different floors), people climbed over 800.000 stairs.
Because the whole system is web based, it allows to create stair running competitions not only across different floors or companies, but also completely regardless of location. Everything a potential client needs, is a set of TOPRUN beacons configured for the local conditions (number of floors etc.).
Right now, we are working on a cross-country TOPRUN, including different network agencies all over the world. Also we are creating prototypes of TOPRUN-Kits, including a number of beacons as well as a skinned website an app version to sell the whole system as an extendable product to interested clients.
Long term/Vision:
The whole system is not only about employee engagement and corporate responsibility but also about health improvement. Big insurance companies can consider regular exercise and physical activity of their clients and create special bonus programs.