With today being Earth Day today, we would like to share a notable project an ad agency, yes an ad agency, has created and put to fruition to help the environmental and health movement in North America.
Crispin Porter + Bogusky successfully took their corporate mandate of culture change and made it happen on grand scale beyond a cool guerilla stunt. They created a city bike-sharing program, designing many elements from the racks and kiosks to the website and the backend technology. They also partnered with Humana, a health insurance provider and Trek, bike maker and after years of planning sold their first B-cycle concept package to the city of Denver which will be run by a non-profit group called Denver Bike Sharing. This will hopefully create a domino effect in North America with more cities buying in and finally incorporate a great public transport option that many European and Asian cities have benefited from.
In addition to helping the environment with this cost effective and neat transportation system ($65 USD for an annual pass which is less than what I pay in Victoria for a monthly bus pass!), there are benefits to the partners. Not only does this increase their corporate Social Responsibility (CSR) (aka Doo-Gooder) reputation, it also creates positive brand awareness for all 3 companies associating them to health, wellness, the environment, and innovation.
It also opens the opportunity for media placements which will hopefully keep membership costs down and provide funds for maintenance, repairs and growth. Members will use RFID cards to let users check out bicycles with a quick swipe. The bikes will also have GPS tracking. Users will be able to go online and access their member profiles, which will track how far they rode, how many calories they burned and the route they took. This information and user engagement should make athletic companies such as Adidas and Nike as well as health-industry companies drool over targeting and media placement options. In addition to online, outdoor advertising can be available as well.
Overall, this is what I call an excellent all around win-win. I do hope this concept is expanded especially to health and environmental conscious cities like Victoria.
Though Crispin Porter + Bogusky did not have the ability to set up the entire program themselves they partnered with companies that could fill their weak spots but needed their strength in design and strategy. Now for a reflection on the big picture, what is your company doing to leave its mark on society and the planet? How high up on your corporate growth to do list is it? It may grow your business and reputation more than you think and create partnerships which will help your business in more ways than one!
For mor info check out http://www.bcycle.com/