Le Nudge Challenge Paris 2024 est un défi lancé au étudiants en 2016 visant à concevoir des idées de Nudge éco-responsables et citoyens dans le cadre des Jeux Olympiques Paris 2024.
Qu’est-ce que le Nudge ?
Pour Tony Estanguet – Triple Champion Olympique, membre du Comité International Olympique et Co-Président du Comité de candidature Paris 2024 – le Nudge consiste à « essayer de faire évoluer les comportements pour adopter les bonnes pratiques ».
Aussi, la mise en place de ce Nudge Challenge représente la « volonté d’ouvrir cette candidature au grand public … avec la jeunesse et des idées nouvelles ».
Présentation du Nudge Challenge
Le Nudge Challenge a pour objectif de concevoir des nudges visant à encourager des pratiques meilleures. Ce challenge est ouvert à tous les étudiants de niveau licence et plus, en France comme à l’international. En équipe, les participants doivent élaborer une vidéo d’environ 3 minutes en français ou en anglais afin de présenter :
- Le challenge comportemental choisi,
- Les enjeux associés,
- Le Nudge que l’équipe souhaite mettre en place,
- Un plan d’expérimentation permettant d’expliquer comment tester l’efficacité du nudge.
Nudge Challenge Paris 2024
Le Nudge Challenge Paris 2024 est un défi lancé aux étudiants en 2016 visant à concevoir des idées de Nudge éco-responsables et citoyens encourageant l’adoption de gestes éco-responsables dans le cadre des Jeux Olympiques Paris 2024.
Les idées peuvent répondre à différentes problématiques comme :
- « Comment encourager le déplacement des spectateurs en transport en commun ? »
- « Comment favoriser l’accueil des personnes handicapés ou à encourager un comportement d’aide des spectateurs à leur égard ? »
- « Comment réduire les déchets aux alentours et dans les stades ? »
Ce projet mêle donc le sport à travers les Jeux Olympiques ainsi que le Développement Durable.
Ce Nudge Challenge a été conçu et réfléchi en partenariat avec le Comité de candidature Paris 2024 dans l’espoir que les meilleures idées des lauréats du Challenge viennent enrichir le discours du dossier de candidature.
Déroulement du Nudge Challenge Paris 2024
Pour ce challenge, la mobilisation a été plus importante que l’année précédente :
Les 16 équipes finalistes sont ensuite allées défendre leur projet devant un jury d’experts à Paris. Parmi les projets finalistes, 4 équipes provenaient d’IAE.
Les lauréats
Le Grand prix a été remis à l’équipe Pop&Go, d’AgroParisTech, pour un Nudge favorisant l’usage des transports en commun pour se rendre sur les sites olympiques.
Leur Nudge
Faire en sorte que les usagers prennent de façon instinctive les transports en commun grâce à une suite de pop-up et notifications sur leur smartphone les stimulant aux étapes clefs de leur parcours. En effet, lors de l’achat d’un billet pour une compétition sportive des Jeux Olympiques 2024, l’application sera directement téléchargée sur le smartphone de l’acheteur. Les messages délivreront diverses informations pratiques valorisant le recours aux transports collectifs et joueront sur l’esprit de compétition des personnes invitées à comparer leurs usages.
Etape 1 : Interpeller —> Un pop-up sera directement envoyé afin d’organiser ses trajets. En fonction du sport choisi, le message sera différent. Par exemple, pour un match de rugby à VII, le message serait le suivant : « Toi aussi sois un champion, attrape le métro et transforme l’essai ».
Etape 2 : Inciter à l’action —> envoi d’une notification lors de l’ouverture de la billetterie SNCF avec le trajet adapté à l’acheteur.
Etape 3 : Challenger —> 1 semaine avant les Jeux Olympiques, envoi d’une notification visant à impliquer le supporter et traduire son effort de façon concrète.
Etape 4 : Challenger —> Lorsque les Jeux Olympiques auront débuté envoi d’une notification dont l’objectif est de participer à un Challenge comme : emprunter le métro ou le vélo le plus possible.
Etape 5 : Challenger / Récompense —> Au fur et à mesure du challenge, une jauge se remplie.
Etape 6 : Challenger —> La veille de l’épreuve, en regardant son billet sur l’application, l’acheteur verra un pop-up apparaître afin de l’inciter à faire comme les autres spectateurs, soit emprunter les transports en commun.
Etape 7 : Inciter à l’action —> A l’heure du départ souhaité le jour J, une notification guidera l’acheteur vers la ligne de transport le plus adapté pour rejoindre le stade via le réseau de la RATP grâce à la géolocalisation.
Les supporters seront ravis de voir que leur jauge s’est remplie grâce à leurs efforts, ce qui engendrera une satisfaction personnelle et commune.
L’aventure ne s’arrête pas là
Les Nudges lauréats ont été présentés au Comité d’excellence environnementale du Comité de candidature Paris 2014. Leurs coups de coeur sont ainsi venus enrichir le dossier de candidature de Paris 2024.
Alors, selon-vous, le Nudge a-t-il donné un « coup de pouce » pour la sélection de la ville de Paris pour les Jeux-Olympiques 2024 ?
Fan de sport et de marketing ? Retrouvez un article sur l’incontournable tournois Roland-Garros en cliquant ICI.
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