Background:

With 8.6 million cars in the streets, São Paulo has one of the most intense and chaotic traffic in the world, placing urban mobility as a central issue. The metropolis is home to 12.2 million people, which lose almost 2 hours on average to go and come back from work every day. Not to mention the pollution produced by so many cars and buses.

In recent years, cycling has proved to be an important element in resolving this issue, especially with the popularization of bicycle paths and population awareness. But the geographic question is a factor that hinders the lives of potential cyclists, since at least 30% of the streets of the city have ups and downs, some of them reaching an incredible 45 degrees of inclination.

The objective was to offer not only a solution, but also a real benefit for the potencial clients (and make it really clear).

Creative idea:

To solve the problem, E-Moving, one of the leading Brazilian companies focused on urban mobility through electric bikes, has launched "Steep Discount" project. Using topography information in the everyday path of each individual, the company offers large discounts for the purchase of eletric bicycles, making them cheaper and easier to tackle the steepest climbs in the city, encouraging people to use the bike definitively and effectively as a transportation option.

The agency has developed an algorithm that, through the zip code from home and work of each participant, monitored the geographic and altimetry differences in the way, using data from Google Maps. The system was inserted directly on E-Moving's homepage, calculating the customer's real need to have an electric bike. Based and depending on the variation of height and amount of climbs, the system has offered discounts that could reach 35% off on the final bike's prices.