Positive Drive, a gamified tracking campaign to uncover human mobility behavior in an urban business district

The majority of commuting trips of employees working in Luxembourg are made by car. Cross-border workers coming from France, Belgium or Germany work in 40% of the available jobs in the country and heavily rely on individual motorized modes for their home-to work journey. As major employers have a partial responsibility in the home-to-work trip of their employees, measures to mitigate the negative externalities of these trips have to be implemented together with them. In a specific campaign in partnership with seven major employers of a Luxembourgish developing business district, the Cloche d’Or, we are aiming at tackling local mobility problems. In April 2017, IMS - Inspiring More Sustainability - and LuxMobility have gathered the major employers in the Cloche d’Or area representing 7800 workers to participate in a gamified mobility campaign with the application “Positive Drive”, an online survey and a series of focus groups. In this practitioners’ paper, we explain how we set up our campaign and we present selected findings as well as concrete recommendations for the companies.