Paris is Europe’s most polluted capital city. To prevent people from dying of particulate pollution, 2.7 million high-emissions cars are restricted from entering the city on weekdays — with hefty fines for noncompliance. If you work in the city, but can’t afford a new low-emissions car, this is a huge problem. You need to get into Paris, and may in theory also want to curb your emissions, but that’s not your main concern — you need to get to work! So what can you do? You’ll ride the train even though it’s a serious downgrade from your car. You might consider a bike, but making the switch to commuting by bike would require more of a nudge because it entails a bigger change in your lifestyle.
Amsterdam-based Veloretti bikes saw this as an opportunity to give car owners the nudge they needed to make that lifestyle change. They rode the wave of interest in clean mobility and sustainable urban transport during European Mobility Week 2018 by offering personalized bike discounts to 5 million Parisian car owners based on their car’s emissions ratings. This positioned the brand as not only helping car-owners, but helping the city itself solve its pollution problems.
The brand plugged the public database of license plates into a Shopify script, converting plates into coupon codes, which users could enter on Veloretti’s site. This gave Veloretti emissions information on a prospective bike-buyer’s car, which was used to automatically calculate a personalized discount at the POS. The worse the emissions score of your car, the deeper discount you got for a new Veloretti bike.
Seeing your car’s negative environmental impact at a time when both pollution and awareness of the need for clean mobility is at its peak in your city was coupled with a commensurate discount on a more sustainable transportation option.
Why it’s hot:
1. License plate discount is only revealed after user has placed a bike into their online cart. Commitment to purchase is strengthened as user sees their emissions score and subsequent discount.
2. Positioning their brand as a solution to pressures from macro forces and social trends (climate change, pollution, fines for driving in Paris, Mobility Week) at the time when awareness of these pressures was at its peak.
3. Highlighting a pain point with a competing product and immediately flipping it into a tangible financial benefit for their product — at the POS.
Read more: Contagious I/O