CAR-2-BIKE

CAR-2-BIKE is a promo campaign where Veloretti, an Amsterdam bike manufacturer, turned 5 million Parisian license plates into 5 million promo codes, granting all car owners a discount for a bike, and the perfect excuse to become a cyclist.

In only 1 week, CAR 2 BIKE has increased the number of Parisian visitors by 1220% compared to the week before, jumping from 509 to 6719 unique visitors per week.

Bikes’ sales in the Greater Paris have increased by 5800% (compared to the same period in 2017), going from 3 bikes sold per week to 177 bikes. This turned France into Veloretti’s most performing market for the first time in its history.

In a week our sales went up from 1107€ per week to 64.282€. With the average discount granted on our website and social media investment of 1500€ in mind our gross profit per week increased for 5074%.

Last but not least, CAR 2 BIKE has turned 177 cars into bike which can potentially prevents the emission of 124 tons/CO2 per year just within the greater Paris.

Additional

We developed a Shopify extension that connects our store to the French license plate API in order to verify the entered number and region vehicle comes from. Algorithm also fetched more specific data like model, year of manufacture, type of fuel and average consumption of the registered vehicle, which allowed it to calculate different discounts based on cars pollution contribution.

While Paris is making lives of car owners harder and harder, Veloretti wanted to get their attention by being the first to help them.

On Car-Free Day in Paris (16th september) we turned 5 million parisian car license plates into a promo code offering car owners a cheaper bike on veloretti.com. Not all the plates were granting the same discount. Fetching the french car plates database, the website granted a bigger discount to car owners of old and environmentally unfriendly cars. From a couple of percents for an electric car to up to 20% for a diesel Peugeot 106 from 1996, the promo was favouring those who really needed it.

Veloretti is a small Amsterdam-based bike manufacturer and online retailer which wanted to expand its sales out of the Dutch borders. Looking for a new ground, we noticed that Paris is struggling with its pollution levels and that the city council saw the solution in developing better and safer infrastructure for bikes.

We saw this as an opportunity to increase sales on a promising market, but more importantly, it seemed like a problem we can help Paris to solve in its fight against the pollution.

The brief was simple. We needed to convince Parisian car owners, responsible for 51% of the pollution, to switch to a Veloretti bike.

Paris being a minor market for Veloretti, the business objective was increasing the sales by 300% in order to have return on investment.

The second objective was environmentally led: encourage car owners, especially owners of older, environmentally-unfriendly cars, to switch to bike.

Jury Feedback

NEXT - IMPACT / NOMINATION

This campaign shows how business and sustainable impact can go hand in hand. The smart execution of the campaign (with the use of data) as well as the perfect match with the core business of the brand (bikes), makes this campaign authentic and a leading example for other brands for the future. Also, the customised user experience is something worth mentioning. The jury feels that the campaign could even have more impact when the focus would be more on stimulating long term biking behaviour.