Travel Leaders RATPDev Raise Engagement By 66% Across 3 Years For European Mobility Week Campaign

Objective

RATPDev, a French public transport operator, sought to increase engagement with its IziLo membership scheme during European Mobility Week by promoting sustainable urban mobility in Lorient. The annual campaign aimed to reward loyal members while attracting new customers through an engaging gamification experience.

Solution

A digital scratch card game where users revealed prizes by scratching virtual cards, powered by an intelligent algorithm that distributed rewards evenly throughout the campaign week. Participants could win an electric bike, inflatable kayak, 2-hour boat rental, or windsurfing lessons from a pool of 100+ prizes. The campaign was distributed annually via QR codes on public transport, at events, and through the IziLo mobile app and website.

Results

66% increase in engagements over three years; 9,500 interactions per week from Lorient travelers.