16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
8 Apr 10:00 BST / 05:00 EST

Virtual Reality View: A conversation with VMLY&R's Gracie Page

Stephen Lepitak
Editor at The Drum
Gracie Page
Emerging Technology Director at VMLY&R London

Veloretti: Car-2-Bike

Client: Veloretti
Date: Nov 2019
Your Vote
Overall Rating
Opps, please vote again
3 votes

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.

Overall Rating
Overall Rating

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.