Liters

The bicycle is a unique mobility solution. More than that: it is the best cost-benefit ratio for many routes. And facing a national truck strike in Brazil as protest for the high gas prices, Caloi, the top Brazilian bicycle company, saw an opportunity for communicate that bikes could be a good and immediate solution in transportation. “Liters”, the ad campaign created by Tribal Worldwide’s São Paulo office, has found not only a way to show how cycling is a viable, sustainable and economical option for transportation, but also a perfect timing and chance to impact a potential target. Focused in out of home media, the communication has transformed prices of some of its best-selling bikes in gallons of gasoline, questioning the use of cars in the crowded city as well as rationally demonstrates the cost-benefit ratio in urban mobility. The index used to convert the bicycle prices in liters of gas was based in real time data connected with Google Waze information. Every time the fuel value varied, the digital outdoors were updated by the “currency”. To increase the impact, the OOH media points was selected strategically near by gas stations, especially those with the largest queues. Comparing the Reais (Brazilian currency) that could be spent with a new bike instead of liters of gasoline, more people became aware that cycling is not only good for health and for the Planet, but also for their pocket. Outdoor advertisement created by Tribal, Brazil for Caloi, within the category: House, Garden.