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Project overview and project results


Project Työpyöräile! - New ways to live and play Duration 2012-02-01 to 2013-02-28
Customer (project initiator) show_help The Finnish Trasport Agency and Ministry of Enviro Location Turku
Organisation show_help Valonia - Service Center for Sustainable Development and Energy of Southwest Finland Total Budget show_help € 49,200
Evaluation Design show_help One group before/after Target Group show_help 3,900 persons
Type of Project show_help Single measure(s) Emission effect show_help not available
Links Työpyöräile! - Facebook
World You like - challenge
Valonia - Service Center for Sustainable Developme
Downloads Tyopyoraile_Tuloskortti_Motiva.pdf
Loppuraportti_.pdf

Overall Project Description show_help

The aim of the Työpyöräile! campaign was to increase the number of cyclists and to provide delightful biking experiences. The aim was also to test the suitability of Facebook as a marketing tool. Workplaces in Southwest Finland could borrow bicycles during a one month period and share their experiences on social media. The bicycles were used on work-related trips, for example when going to local meetings as well as trips during lunch hours. Unique shareable bicycles, so called art bikes, played an important role in the campaign. The art bikes are bicycles that have been pimped by local artists. The colorful and attractive looking bikes got a lot of attention in traffic.

Description of the system effects show_help

No description of system effects has been defined for this project.

Lessons Learned show_help

Overall the campaign went well. Allthough more long term monitoring about travel behaviours and actions for smart travelling would have been interesting to do. Long term monitoring and possible interventions would make more possible to behaviours to change. Short term intervention can make people to think about their traveling but only few will actually change their behaviour.

Also the information about the possibility to bikesharing did not reach every employee. Internal communication is a challenge in every organization. When promoting something to specific group, has to be well thought how the message spreads inside that group.

One main aim was to test the suitability of Facebook as a marketing tool. Social media is an effective way to promote bicycle sharing. On Facebook a little campaign can get enormous coverage. Five bikes in five workplaces each month spread the message to tens of thousands of Facebook users every week. Also, small units from a big organisation spread the word about the campaign, which has led to bigger co-operations. For example, a small unit from Turku University of Applied Science participated in the Työpyöräile! - campaign and now the Valonia has made a mobility plan for whole University.

Project measures and effects

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Modal Split show_help
Change of car-users: not available
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No modal split data has been specified for this project
Mileage Effect show_help
Long-term change of car usage: not available
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The data of this project is insufficient for calculating the mileage effect.
Emission effect show_help
Emission effect (in total): not available
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The data of this project is insufficient for calculating the emission effect.
Project Promotion Activity show_help
1 occasions
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Other Date Description Number
  Facebook pages https://www.facebook.com/tyopyoraile 50000
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
B. Awareness 3900 100%
C. Usage 807 21%
Comment on the targets in level B-D:

There were 3900 employees in the 20 workplaces borrowing art bikes. Employees were offered a possibility to bikesharing. The project also included guidance and consultation for workplaces on the themes of Mobility Management and wiser ways of travelling. Additionally, the project conducted a workplace travel survey at all 20 participating workplaces.
E. Acceptance 63 2%
F. Take up of mobility options offered 70 2%
G. Satisfaction with mobility options offered 63 2%
Comment on the targets in level E-G:

Alltogether 3900 employees were offered to possibility to bikesharing. Only 70 tried and 63 used shared bike regullary. As the campaign proceeded, it came clear that all the employees were not aware of the possibility.
Lessons Learned:

Overall the campaign went well. Allthough more long term monitoring about travel behaviours and actions for smart travelling would have been interesting to do. Long term monitoring and possible interventions would make more possible to behaviours to change. Short term intervention can make people to think about their traveling but only few will actually change their behaviour.

Also the information about the possibility to bikesharing did not reach every employee. Internal communication is a challenge in every organization. When promoting something to specific group, has to be well thought how the message spreads inside that group.

One main aim was to test the suitability of Facebook as a marketing tool. Social media is an effective way to promote bicycle sharing. On Facebook a little campaign can get enormous coverage. Five bikes in five workplaces each month spread the message to tens of thousands of Facebook users every week. Also, small units from a big organisation spread the word about the campaign, which has led to bigger co-operations. For example, a small unit from Turku University of Applied Science participated in the Työpyöräile! - campaign and now the Valonia has made a mobility plan for whole University.

Services Provided show_help
 
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No Data has been specified here.
Overall Targets show_help
 
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No Data has been specified here.
External Factors show_help
 
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No Data has been specified here.