How does segmentation make campaigns more effective?

The “Love to Ride” programme has received the Landmark designation for sustainable transportation from Tools of Change in Canada. The designation recognizes programs and social marketing approaches considered to be among the most successful in the world.

“Love to Ride” is a workplace cycling programme that uses ‘stage of change’ to segment participants and cost-effectively tailor communications with them. By targeting information and tools specific to individual users, participants are moved along a personal journey of change. Also innovative are its use of mobile platforms like cell phones and tablets to reach the right people with the right information at the right time.

Originally developed in New Zealand, “Love to Ride” has now been replicated in continental Europe, the UK, US and Australia. In 2015, the Love to Ride programme will be expanded further across the US, UK and into Continental Europe. Read more about “Love to Ride”