Entrants were requested to generate ideas for the bicycle highway to be constructed in the Arnhem-Nijmegen metropolitan area. At a price of 17 million Euro this route, 15.8 kilometre in length, will connect both towns and open up the interior of the Arnhem-Nijmegen metropolitan area. The competition was won by the concept of ‘Via Vici’ by urban planner Marten Blikman (employed by Witteveen+Bos) and industrial designer Steven van der Veen of Mooredesign. In addition to infrastructural proposals the plan contains a ‘seduction strategy’: a website MijnRijnWaalpad.nl, charting the distances travelled, calories used and reduction in CO2 emissions, thanks to a special chip. The cyclist can save up for discounts at bike stores or for regional products. The plan also proposes dynamic LED-lighting and ‘glow in the dark’ lineation. Other contributors also proposed reward systems, for instance in the form of a RijnWaal-community. Members of this community would place a sticker on the mudguard of their bicycle, which contains a chip enabling the cyclist to collect points that provide discounts at bicycle repair shops or a cup of coffee at restaurants along the route. In addition the cyclist contributes to light art in the tunnel along the route, by means of his chip. The chip activates LED lighting in the road surface and tunnel walls. The light records the number of times the cyclist has used the RijnWaalpad: the more often, the more spectacular the work of art. Another variation on this theme is the ‘Fietszo’ game, employing a chip for sale at vending machines, Tourist Information Offices or provided by employers. Loops beneath the asphalt of the bike path detect the chip and measurement points record the time. The accompanying website provides rankings for instance for sporty types, health freaks, weight-losers and stayers.