The Drum Awards for Marketing - Entry Deadline

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Client: Veloretti
Date: Nov 2019
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In the lead up to European Mobility Week, Veloretti, an Amsterdam-based bicycle manufacturer, saw an opportunity to make a direct impact in Paris, where air pollution harms thousands of citizens every year.

On Paris’ ‘Car-Free Day’, Veloretti turned 5m license plate numbers into 5m promo codes for discounts on premium commuter bicycles with its 'Car-2-Bike' campaign. Utilizing data from the French license plate database, they developed a script that verified each code and analyzed specific data about the registered vehicle. Once analyzed, the team was able to estimate each vehicle’s CO2 emissions and scale the discount accordingly. The more pollution each vehicle produced, the lower the bicycle price.

Along with the sales generated for Veloretti (2000% sales increase in Paris alone), the campaign went viral and sparked conversations across social platforms about the role of the car in modern urban cultures. Even Paris’ mayor joined the conversation on social media.