ELECTRIC HEROES Change the attitude of young people towards the electric scooter

In a market where most scooter drivers are young people, the challenge was to convince them the electric scooter is a cool, silent and costs saving

alternative

Consumers are getting tired of vague ‘green’ and ‘sustainable messages” so we focused on the concrete

benefits (silent, fast and quick)

to change the attitude, we wanted to create a mechanism that enables young people to tell each other about the benefits instead

of a government or a retailer

5

We created an campaign mechanism with a central platform that had a few phases: 1-‘subscribe and test a scooter’, 2-‘make a movie about the experience’ 3-‘collect votes for your movie’ 4- ‘win a scooter’

6

The campaign was supported in different phases with localised Abri’s, banners, ads, Greengraffiti on

schools and promotion teams.

7

The final phase was the event announcement of the winners which created a good PR spin-off

Positive sentiment of “electric scooter”

increased with50 %

During the period of the campaign, we achieved

49.000 visitors on the site

220 young people tested a scooter

70% created a movie

20% increase in young people that

would consider buying

AWARENESS ATTITUDE

Visitors stayed an average of three minutes on the site

RESULTS