Fideli Svensson, Strategic Communication
Emelie Sundwall, Public Relations
Gustav Mårtensson, Digital Creator
Signe Belfiore, Art Director
Andreas Karlsson, Art Director
Anna Mellqvist, Public Relations
Amin Soudani, Production Manager
To choose a brand within the mobility sector and create a concept that through the business model of Shared Value works towards the 2017 UN environmental goals.
Velo CashBack is an economical incentive for people to use their bicycles as a mean of transportation. It’s a new discount strategy that will reward the cyclists with a cash-back every time the cyclist passes the boarder to the inner city. The reward will match the amount of the car toll and will be valid once a day for a year after the purchase. All electronic bicycles from BikeID have a personalized ID and an app with a GPS that will register when the cyclist passes the boarder and transfer the money to the cyclists account.
The foundation of Shared Value is a trifecta where companies profit economically, ad value to the consumer and contribute to a better society.
There is a clear positioning advantage of Velo CashBack. It places BiKEID as the company that is taking an active role towards a less polluted world.
Like traditional discount campaigns, Velo CashBack is perceived to have a positive impact on sales, however, this without compromising the brand equity.
Out of the daily 350 000 commuters, 111 487 live within an average of 3.4 km to work. Driving a car 3.4 km is the equivalent to an average of 1 kg carbon dioxide emission. This means that in Stockholm alone we could decrease the carbon dioxide emission by 222 974 kg a day through Velo CashBack. This cash back system brings value to the consumers and initiates a change in behavior simply by offering a reward every time they choose a bike as their mean of transportation.