Coca-Cola Chile fitted a cab with bike pedals which passengers used to take money off their fare.
As part of their “Movement is Happiness” campaign and to help promote a healthier lifestyle, Coca-Cola Chile worked with agency McCann to install an interior bike pedaling system inside a cab and get passengers to pedal away to lower their fare.
The pedaling system was attached to a machine that calculated how much discount the passenger was entitled to as he or she pedaled while sitting at the back seat of the cab.
The passenger would get more discount the more he or she pedaled, and if the passenger stopped, the discount decreased.
Watch the video campaign below.