The campaign used the interactivity and dynamism of the digital screens to deliver, in the exact places and times, up-to-date price information of the brand's products, transformed into liters of gasoline, next to the stations with the lack of fuel. It was through this connection that the creative idea was able to gain scale and increase its effectiveness by impacting the audience with the updated messages at the ideal time and place.

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 Reals (Brazilian currency) to liters of gasoline and presenting bicycles as a cheaper, simpler and more effective way in urban mobility.

Focused in digital out of home media, the communication has transformed prices of some of its best-selling bikes in gallons of gasoline, questioning the use of cars in the crowded city as rationally demonstrates the cost-benefit ratio in urban mobility. A pool of media spaces 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.

A team was set up to monitor the news about the strike and the movement at the gas stations 24 hours per 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”.