How many hours of your life do you lose to traffic jams each year?
To spotlight this problem, Decathlon installed an electric bicycle, enclosed inside a giant block of ice, next to the Príncipe Pío station, one of the busiest transit points in Madrid.
The exposition was installed for 48 hours as the ice slowly melted under the sun. The time chosen was no coincidence: It represents the approximately 48 hours a year that the city’s residents spend sitting in traffic.
The action transformed an abstract statistic into a tangible experience that any passerby could understand. Decathlon’s campaign took advantage of the statistic to present an alternative form of transportation: its e-bike. Decathlon promoted its e-bike as a faster, more sustainable and efficient option for getting around the city.
The action demonstrates how a good idea can turn data into a memorable experience. Instead of talking about traffic, Decathlon decided to make it visible, using time as the raw material for creativity and transforming an urban problem into a memorable message.
Source:
Instagram Decathlon España
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