Anyone who has lived thru a gas crisis is aware of how taxing it may be on pocketbooks and nerves. In Brazil, a spike inside the rate of diesel gasoline brought on a national truck strike in protest, which bled over into customer territory due to distribution issues, causing sharp lines and rising prices.
Brazilian cycling organization Caloi presented the bicycle as a completely different, low-carbon mobility answer, and it put the cost financial savings of motorbike transportation out for all to look — right in the front of fuel stations.
‘Liters,’ an ad campaign created through Tribal Worldwide’s São Paulo workplace, observed a manner to reveal how cycling is a feasible, sustainable and good value option for transportation, and with the timing and site to impact a capacity goal. Focused on out-of-home (OOH) media, the communique converted the prices of some of its excellent-selling motorcycles to gallons of gas, wondering using cars inside the crowded metropolis, in addition to rationally demonstrating the cost-to-benefit ratio in city mobility.
The index used to convert the bike charges in liters of gasoline became based totally in actual-time data linked with Google Waze statistics. Every time the gas price varied, the virtual out of doors symptoms have been updated accordingly. To increase the effect, the OOH media placements have been decided on strategically near fuel stations, specifically those with the most essential queues.
By evaluating the Reais (Brazilian currency) that might be spent on a new motorbike in place of pouring liters of fuel right into a car, extra people have become conscious that cycling isn’t always best actual for fitness and for the planet, however also for his or her wallets.
“Several benefits using a motorbike presents: it collaborates with the environment because it does now not pollute, it’s miles a physical activity that therefore facilitates bodily and mental health, and in times of disaster, it may nevertheless be a differential element within the price range. That’s why bicycles are so famous in lots of European and Asian countries, but now not a lot in Brazil yet. This marketing campaign seeks to attract attention to (the truth) that pedaling is one of the pleasant mobility solutions inside the usa, even more, integrated to other alternatives which includes subway and trains, for example,” stated Eduardo Rocha, Caloi’s advertising director.