# Workout-Encouraging Taxis Coca-Cola Chile Set Up Incentive to Exercise Inside Taxis By Laura McQuarrie | Published 2013-11-06 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/incentive-to-exercise References: [psfk](http://www.psfk.com/2013/10/coca-cola-taxi-exercising.html) 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. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 12% | Activity: 56% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Interactive Fitness Experiences:** Creating interactive experiences that incentivize exercise, such as pedal-powered taxis, can boost engagement and encourage physical activity. - **Gamification of Transportation:** Integrating gamification elements into transportation services, like using pedal power to lower fares, can enhance customer experiences and create a competitive edge. - **Brand Promotion Through Fitness:** Brands can capitalize on promoting health and fitness by incorporating physical activities into their marketing strategies, fostering positive brand associations. ### Who This Affects Most - **Fitness and Wellness:** The fitness and wellness industry can explore partnerships with transportation services to provide interactive fitness experiences for their customers, increasing brand visibility and customer engagement. - **Transportation:** The transportation industry should consider incorporating gamification elements into their services to enhance customer satisfaction and differentiate themselves in the market. - **Advertising and Marketing:** Advertising and marketing agencies can assist brands in developing creative campaigns that combine fitness and incentives, tapping into the growing demand for health-conscious initiatives. ## Related on Trend Hunter - [Taxi Driver-Centric Branded Events](https://www.trendhunter.com/trends/taxi-driver.md) - [Streetside Challenge Billboards](https://www.trendhunter.com/trends/gymbox-start-line.md) - [Fast Food Exercise Bikes](https://www.trendhunter.com/trends/fast-food-exercise-bikes.md) - [Hydrating Outdoor Billboards](https://www.trendhunter.com/trends/bpm-pay.md) - [Redirected Movement Campaigns](https://www.trendhunter.com/trends/15minuteweightloss.md) - [Couch-Free Lifestyle Challenges](https://www.trendhunter.com/trends/bar-the-couch-pledge.md) - [Hyper-Local Gym Ads](https://www.trendhunter.com/trends/made-for-london-life.md) - [AR Sampling Advertisements](https://www.trendhunter.com/trends/sampling-billboard.md) - [Empowering Fitness Journey Campaigns](https://www.trendhunter.com/trends/reform-the-rules.md)