Marketing agency deploys NFC technology to get staff to shape up

Digital marketing agency EHS 4D has unveiled FloorD, a system incorporating the latest technology to get staff to step up to a 'Summer Like No Other' in London 2012.

All staff have been equipped with NFC (near field communications) computer chips embedded into stickers that they swipe against card readers installed in stairwells in the agency’s 6-storey building in Central London. Every time they swipe, a signal is sent to a central server which keeps track of the number of stairs climbed. And if they swipe too many times or too quickly, the computer smells a rat, assumes they have taken the lift and deducts points for cheating. Each month, prizes are awarded to the departments and individuals with the most points.

This innovative use of technology to drive behaviour change using gamification was conceived by the agency team working on the website and social media platform for 'A Summer Like No Other', the Mayor of London's £90m programme of free sports and cultural events in London in 2012.

"We want our 'Summer Like No Other' programme to inspire every Londoner and it's great to see our digital agency, EHS 4D, bring together creativity, technology and good old good fun like this," said Daniel Ritterband, Marketing Director for the Mayor of London. "I'm sure this will be the first of many examples of the UK's creativity that will be showcased to the world this summer.”

"It's amazing how quickly you can bring an idea to life by finding the bits you need on Google, solder them together, hack some code and work up some design ideas to get a prototype running,” said Nigel Clifton, Head of Creative at EHS 4D. "Moreover this is a great example of the use of ‘gamification’ to drive behaviour change, something many of our clients are now looking to do to with consumers who want to be entertained, engaged and inspired by their relationships with brands and not just sold to!"

For an up to date league table, images and movie of the project see: floord.co.uk.