THE CHALLENGE
By calling on PROJETDEKIP’s expertise, BIXI Montréal established goals were to generate 1,000 new members, increase the number of occasional users by 10% and, more generally speaking, to overcome the barriers deterring people from trying the metropolis’s famous public bicycles.
THE SOLUTION
With a show of community spirit, PROJETDEKIP inaugurated BIXI Free Sundays where bikes are available free of charge every last Sunday of the month, backed by a campaign addressing consumers via:
- Targeted brochure mailings
- Digital billboards in the metro
- Digital columns
- Printed advertisements including the development of native content with daily publications Métro and LaPresse+
- Promotional radio spots
THE RESULTS
Results? Suffice it to say: mission accomplished! The brand registered a record number of monthly users by occasional consumers.