Launched in 2009, BIXI (the City of Montréal’s free, self-serve, bicycle service) is booming with close to 50,000 subscribers in Montréal and stronger international success. To celebrate the 5th season of the initiative, TELUS has mandated Youville to mark the event in a memorable manner.
The agency-developed concept intends to create a festive experience reflecting the joy of celebrating the anniversary of BIXI. Thus, under the theme “For the 5th BIXI season, TELUS invites you to blow out the candles!” a game TELUS developed and integrated within the mobile BIXI application.
The game uses the smart phone capabilities to allow participants to actually blow on the screen to put out the BIXI birthday cake candles. And since cake goes so well with gifts, the participants then discover if they have won a prize offered by TELUS.
To promote this initiative and the BIXI application download, a squad was deployed on the ground on the 5th of each month, to surprise public transit users and help them discover the application. The day of the initiative launch, close to 400 people blew out the candles and celebrated the BIXI birthday. This funny and original activation also demonstrates TELUS’ community commitment to an initiative that is precious for Montrealers. The use of this innovative mobile application also features the technological dominance of TELUS.