Indian Railways

Insight

Indian Railways loses over $800 million annually due to fare evasion, Indian's just don't want to buy tickets. Interestingly, India has the highest rates of lottery ticket purchases.

Idea

Turn each railway ticket into a lottery ticket.

Execution

A competition that transforms the unique barcode on railway tickets into entries into a nationwide lottery game.

Notes

Love how they didn't have to change the tickets, just their perception by building a game around the infrastructure that already existed.