Brazilian bike firm makes use of truck driver strike to indicate value financial savings of bicycle transportation
Anybody who has lived by way of a gasoline disaster is aware of how taxing it may be on pocketbooks and nerves. In Brazil, a spike within the value of diesel gas brought about a nationwide truck strike in protest, which bled over into client territory because of distribution points, inflicting painful traces and rising prices.
Brazilian biking firm Caloi provided the bicycle as a novel, low-carbon mobility answer, and it put the associated fee financial savings of motorbike transportation out for all to see — proper in entrance of gasoline stations.
‘Liters,’ an advert marketing campaign created by Tribal Worldwide’s São Paulo workplace, discovered a technique to present how biking is a viable, sustainable and economical possibility for transportation, and with the timing and placement to influence a possible goal. Centered on out-of-home (OOH) media, the communication reworked the costs of a few of its best-selling bikes to gallons of gasoline, questioning the usage of automobiles within the crowded metropolis, in addition to rationally demonstrating the cost-to-benefit ratio in city mobility.
The index used to transform the bike costs in liters of gasoline was based mostly in real-time information related with Google Waze info. Each time the gas worth diverse, the digital outside indicators had been up to date accordingly. To extend the influence, the OOH media placements had been chosen strategically close to gasoline stations, particularly these with the biggest queues.
By evaluating the Reais (Brazilian foreign money) that might be spent on a brand new bike as a substitute of pouring liters of gasoline right into a automobile, extra folks turned conscious that biking just isn’t solely good for well being and for the planet, but in addition for his or her wallets.
“There are a number of advantages that utilizing a motorbike offers: it collaborates with the atmosphere as a result of it doesn’t pollute, it’s a bodily exercise that consequently helps bodily and psychological well being, and in occasions of disaster, it may nonetheless be a differential issue within the funds. That’s why bicycles are so standard in lots of European and Asian international locations, however not a lot in Brazil but. This marketing campaign seeks to attract consideration to (the actual fact) that pedaling is likely one of the greatest mobility options within the nation, much more built-in to different choices corresponding to subway and trains, for instance,” mentioned Eduardo Rocha, Caloi’s advertising director.
A video chronicles the corporate’s efforts.