In May 2018, Brazil faced one of the largest distribution crises in history, with the paralysis of 100% of the truck drivers throughout the country. The main reason was the abusive increase in fuel's price: with more than 50% in one year.

The whole distribution chain was compromised by the truck drivers' strike, causing lacks of all kinds of consumer goods. One of the major problems, however, was exactly the distribution of gas, making a city like São Paulo and its more than 8 million cars in the streets literally stops.

So, Caloi saw an opportunity to put their concept "We make cyclists" in practice. The brand selected strategic points to communicate the cost-benefit of using a bike for transportation, translating its price from Brazilian Reais (Brazilian currency) to liters of gasoline and presenting bicycles as a cheaper, simpler and more effective way in urban mobility.

The bicycle is a unique mobility solution. More than that: it is the best cost-benefit ratio for many routes. And facing a national truck strike in Brazil as protest for the high gas prices, Caloi saw an opportunity for communicate that bikes could be a good and immediate solution in transportation.

Named “Liters”, the ad campaign has found not only a way to show how cycling is a viable, sustainable and economical option for transportation, but also a perfect timing and chance to impact a potential target. Focused in out of home media, the communication has transformed prices of some of its best-selling bikes in liters of gasoline, questioning the use of cars in the crowded city as well as rationally demonstrates the cost-benefit ratio in urban mobility.

Inspired by the situation and the Caloi's slogan "We make cyclists", the campaign explored the caos during the truckers strike and the lack of fuel to show brand's bikes as a cheap, attractive and efficient option of transportation. A pool of digital out-of-home media were picked near by the gas stations, specially the most crowded ones. The media not only showed Caloi's bicycles, but also trasnformed their prices from Reais (brazilian currency) in litters of gasoline, selling the mobility solution at the perfect moment and with total relevance.

Once defined the strategy, a team was set up to monitor the news about the strike and the movement at the gas stations 24 hours a day. The index used to convert the bycicle prices in liters of gas was based in real time data, connected with Google Waze information. Every time the fuel value varied, the digital outdoors were updated by the “currency”. The OOH plan was based to all the main São Paulo regions, during one week - being interrupted only after the end of the strike and the normalization of the gas supplies at the stations.

During the campaign, Caloi has 3 times more access in their brand channels, such as website and social media profiles. During the 10 days of strike, after the outdoors, the company measured a sales increase of 18%. In total, 3.8 millions of gasoline liters were converted into bike sales.