Tag Archives: Smart

Making People Dance Instead of Jaywalk

Making People Dance Instead of JaywalkI love anything that is fun and investigates human psychology, especially crowd psychology, and the investigation of how you can use fun to potentially influence human behavior for social good (i.e. the piano stairs example I’ve shared before).

Nobody likes to wait at pedestrian crossings. Traffic lights can be dangerous for impatient pedestrians trying to save a few seconds to cross the street (and willing to risk their lives in the process).

The folks at Smart created The Dancing Traffic Light, an experiential marketing concept providing a fun and safe way to keep people from venturing too early into the street. They started by placing a dance room on a square in Lisbon, Portugal and invited random pedestrians to go into the box and dance. Their movements were then displayed on a few traffic lights in real time. This resulted in 81% more people stopping and waiting at those red lights.

It’s a genius marketing gimmick because it reinforces the brand value of fun by making people dance in a box that looks, imagine that, a bit like a smart car.

The question brought up by this example of a marketing campaign that claims that fun can be used to achieve social good, is that it claims a benefit, that without an extended test could be attributed to novelty…

Does the benefit hold up over time?

Or does it stop being fun and impactful after people have seen it once or twice or the live video component goes away and it becomes a recording? Do people then start jaywalking again at the normal rate?

What do you think?


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Innovation or Invention? – Gyroscopically Stabilized Electric Motorcycle

Innovation or Invention? - Gyroscopically Stabilized Electric MotorcycleI came across the C-1 from Lit Motors in an article by Donna Sturgess over on Innovation Excellence that made me wonder, will this be an invention or an innovation?

As you may know my definition of innovation stresses that a new offering must transform the useful seeds on invention into solutions valued above every existing alternative. An there are lots of existing alternatives in this space including:

  • Bicycle
  • Public Transportation
  • Skateboards and Razr Scooters
  • Smart ForTwo
  • BMW C1 (launched in 2000)
  • Standard Motorcycle
  • Standard Scooter
  • Segway
  • Segway Hands-Free
  • Nissan Leaf (and variants)

Is the gyroscopic stabilization and electric drive enough to distinguish it from some of these other options?

What about at a price of $24,000 – up from earlier estimates of $16,000?

For me there are a couple of key questions. Are they going to try to keep it categorized as a motorcycle or try and get it categorized as a car? And if so, will it survive the car crash safety tests. Although getting it re-classified as a car might make it more accessible (no motorcycle license needed), I have a hard time thinking the greater access would offset the publishing of head on and rear crash test results (and pictures). So, I would place this one in the invention camp – unlikely to reach wide adoption.

What do you think? Invention or innovation?

Is this something that will catch on with commuters around the world?

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