|Product/Service||VELORETTI BIKES |
||A01. Data-enhanced Creativity|
G-UNIT Amsterdam, THE NETHERLANDS
G-UNIT Amsterdam, THE NETHERLANDS
Why is this work relevant for Creative Data?
80% of Veloretti’s sales happen in the Netherlands. To conquer Paris, which is having traffic pollution challenges, we wanted to give Parisian a good reason to ditch their car for a bike in order to pollute less. But how to delimit our promo campaign to Paris? How to only offer a deal to Parisian driver and no one else? How to make our offer impossible to refuse? And how to keep track of the estimated impact our campaign has made? We got all these challenges sorted out by fetching data from the French license plates database.
In its pledge to reduce pollution, Paris, city of the COP21, set different regulations to motivate Parisian car owners to switch for a cleaner alternative. But Ecotaxes, higher parking charges and regular gas price increases have resulted in lower purchasing power of many car owners, making it even harder for them to switch to an alternative. Seeing this as an opportunity to develop its business out of the Netherlands, Veloretti, a small Amsterdam-based bike manufacturer and online retailer set out to help these million of Parisians to switch to a cheaper and cleaner alternative: a Veloretti bike. Paris being a minor market for Veloretti in 2018, the business objective was increasing the sales by at least 300% to cover media budget investment. The second objective was environmentally led: By encouraging car owners to switch to bike to commute, Veloretti was hoping to significantly reduce pollution in Paris.
Describe the Creative idea / data solution (20% of vote)
While Paris is making lives of car owners harder and harder, Veloretti wanted to get their attention by being the first to help them with a promo campaign. So during European Mobility Week (16th - 22nd September) we turned 5 million Parisian car license plates into 5 million promo codes. But not any kind of promo codes: dynamic promo-codes. Indeed, we wanted to make the switch from car to bike easier for those who needed it the most, so we decided to dynamically customize the discount: the more your car pollutes, the lower the price of your veloretti bike. To deploy this one-of-a-kind promo campaign, we had to found a way to collect data about your own car emissions, just from knowing your license plate number.
Describe the data driven strategy (30% of vote)
To gather data about the entered vehicle, we developed a Shopify script capable to connect with the French License Plates database. It allowed us to fetch specific data about the register vehicle. Model, horsepower, year of manufacture, type of fuel… From there, we could then estimate each car’s emission and adjust the discount offered to the user accordingly. For instance, the discount would have been 5% percents for an electric Toyota Yaris and up to 35% for a Diesel Mercedes Class M from 2003.
Describe the creative use of data, or how the data enhanced the creative output (30% of vote)
Our Shopify script was connecting on the backend side with the French License Plate database, using ImmatriculationAPI.com. First, it verified the license plate number entered by the user. Then, it returned a range of specific JSON data associated with the registered vehicle: model, year of manufacture, type of fuel… Using these data, we could deduct the emission of CO2, and therefore discount. Eventually, on the frontend side, the user would visualize his car’s emission level on a range from A to G, and discover the resulting discount.
List the data driven results (20% of vote)
In only 1 week, CAR 2 BIKE has increased the number of Parisian visitors by 1320% compared to the week before, jumping from 509 to 6719 unique visitors per week. Bikes’ sales in the Greater Paris have increased by 2770% compared to the week before, going from 10 bikes sold per week to 277 bikes, our sales in Paris went up from 3700€ per week to 81.992€. This turned France into Veloretti’s most performing market for the first time in its history. With the average discount granted on our website and social media investment of 1500€ in mind, our gross profit per week increased for 2352%. Last but not least, CAR 2 BIKE has turned 277 cars into bike which can potentially prevents the emission of 194 tons/CO2 per year just within the greater Paris.