For those who are not in the habit of routinely working out, finding the incentive to exercise can be tough — unless it presents itself to you.
As part of its 'Movement is Happiness' campaign, Coca-Cola Chile set up taxis with the help of ad agency McCann that riders could pedal to lower the amount they would pay for their trip. If a rider was extremely motivated to save a few dollars and burn some calories in the process, their fare could be decreased by pedalling. However, if a rider was slow at pedalling, or they stopped completely, they would not see a decrease in the fare's price.
It's almost like these riders were riding bikes instead of taking a car to their destination. Either way, this Coca-Cola campaign is a clever one that manages to help people get into shape and save money at the same time.
Stats for Workout-Encouraging Taxis
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Concept: Incentive To Exercise
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Segment: Males, 18-35
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