EcoSport SurfTag

THE SMARTTAG THAT BRINGS THE CITY CLOSER TO THE WAVES

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CONTEXT

São Paulo is the city with no see that has the greatest number of surfers in the world. 150,000 people living 80 km away from the nearest beach, who usually travel to the shore before sunrise, paying expensive toll fees on their way there and getting back to the city before going to work.

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IDEA

VMLY&R and GTB partnered with urban mobility firm Veloe to create EcoSport Surf Tag – a smart tag made for owners of the Ford SUV living in São Paulo. Whenever surfing conditions before working hours are great, it automatically grant free access through tolls on the road to the beach.

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RESULTS
  • 7 million people reached on social media
  • $9.3 million in earned media
  • 45% growth in searches for “EcoSport”
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