Unmelting Loyalty

For shopkeepers, the value of keeping the fridge connected isn’t always clear, especially when they believe unplugging it saves energy and money. Many of them have run their stores for 20 to 30 years, and refrigeration technology has changed since then. Our strategy made the benefit undeniable by turning incentives into frozen sculptures placed inside the fridge. If the sculpture stayed intact at -3°C, they won. Cold shifted from compliance to motivation, making commitment visible and rewarding.