RMB
Electric bikes and e-steps fleet

Boosting the adoption of HOOBA’s shared electric vehicles through a collective challenge

Flotte vélos trottinettes électriques RMB

Summary

At the end of 2023, RMB introduced a fleet of 8 electric vehicles (bicycles and e-steps) for its employees to use for daily commutes and personal trips. Despite the offering, usage rates were lower than expected. To tackle this, a collective challenge was launched to increase their visibility and encourage the adoption of sustainable mobility.

CUSTOMER ID

RMB

Name : RMB
Sector : Media
Number of employees : 100

Location : Brussels
Domain of Activity : RMB is a leading advertising agency in Belgium, specializing in the commercialization of advertising space across television, radio, and digital platforms.
Website : https://rmb.be

CONTEXT & CHALLENGES

Although the electric vehicles had been available for several months, they were underused. Key challenges identified included:

  • Lack of awareness of the service: Some employees were unsure how to use it.
  • Lack of visibility: The vehicles are parked in an underground car park, out of sight from high-traffic employee areas.
  • Hesitance: Many employees, unaccustomed to biking or using e-steps in Brussels, were reluctant to try these new modes of transport.

Objectives

The challenge was set up within RMB to:

Solutions and strategies

1

CHALLENGE PROPOSAL

A 4-week challenge was proposed to encourage employees to cover as many kilometres as possible with HOOBA's shared electric vehicles.

2

CHALLENGE START

A breakfast was organised at RMB to present the challenge, explain the practicalities, spotlight the nonprofit organisation we were supporting and meet the participants.

3

REWARDS

Collective milestones triggered a donation to a NPO and individual rewards.

4

TRACKING RESULTS

Rewards were awarded to the participants who covered the most kilometres and to those who sponsored the most colleagues.

5

COMMUNICATION PLAN

Ongoing communication was done before, during and after the challenge, through social media, the app and by email.

6

AWARDS CEREMONY

An event was held at RMB to celebrate the winners, deliver the donation to the NPO and distribute the individual prizes.

Implementation and results

HOOBA worked closely with RMB to ensure seamless execution of the challenge. Events were organised to mark the launch and closure of the challenge, creating moments of exchange and motivation for participants. Internal ambassadors helped motivate colleagues to participate. Regular updates across multiple communication channels maintained enthusiasm, while the app enabled real-time tracking of progress. The challenge not only fostered an increased understanding of active mobility but also brought employees together to work toward a common goal.

RMB awards

The challenge had a significant impact on the use of HOOBA’s vehicles, both in terms of kilometres travelled and the number of users. During the month of the challenge, participants travelled twice as many kilometres as in the previous month. This enthusiasm continued after the challenge, with vehicle use three times higher than before. The number of participants also increased significantly, with the number of users increasing by a factor of 2.5 compared with the period before the challenge. Employees who were initially reluctant to use these means of transport in Brussels adopted them after experiencing group journeys with their colleagues.

RMB Breakfast

The success was driven by clear communication throughout the challenge via various channels, engaging events to meet and motivate participants, the involvement of internal ambassadors convinced by active mobility, and a shared purpose through supporting the NPO.

Customer Testimonial

Their mobility is transformed !

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