How do you incentivise behaviour change?

It is an age old question that many online product managers and marketeers tackle with every product launch. What are the levers (beyond price and discounting) that can encourage people to change behaviour and opt for your product/service in a crowded marketplace? How can you quickly, clearly and concisely demonstrate your value proposition in terms that your audience will easily assimilate?
I like the video above as a demonstration of incentivised behaviour. This video is one of many produced in a marketing campaign by Volkswagen which challenges people to use fun as a driver to change behaviour (http://www.thefuntheory.com/)

Thanks to Adam Vaught for sharing.