Sep 6, 2023
Bolt’s newest brand campaign, ‘Feels Like Home’, encourages city dwellers to challenge car-centricity and aspire towards urban environments with lower traffic emissions, less congestion, and more places for people.
As urban populations grow and cities battle rising transport emissions, shared mobility can help people move away from private cars by increasing connectivity to public transport and catering to different mobility needs.
A recent consumer survey from McKinsey found that nearly 50% of people are willing to swap private cars for different transport options in the next decade, and almost 30% aim to increase their use of micromobility or shared mobility.
Bolt’s research also confirms that 63% of people believe shared mobility, like ride-hailing, e-scooters, e-bikes, and car sharing, decreases the need to own private cars.
Liisa Ennuste, creative strategist at Bolt, said: “For decades, cities have prioritised cars over pedestrians, bikes, and scooters. This is reflected in the distribution of space, where more than 60% of urban areas are reserved for cars. In other words, cities have become homes to cars — not people. We hope to challenge this status quo.”
The campaign centres around a video written by Bolt’s in-house team, featuring an original song by Estonian singer Anett. You can download the video here.
Bolt also partnered with Snapchat to create the P.E.O.P.L.E. filter (Parked Environment Optimisation for Public Land Enhancement).
It’s the world’s first augmented reality lens that detects cars and replaces them with people-friendly places with a single tap. You can download the assets here or try out the lens yourself at bit.ly/BoltPeople.
Poli Dor, Head of Central & Eastern Europe Business Solutions at Snap, commented: “We’re really excited about our work with Bolt, not least because this project helps us to showcase AR’s ability to imagine and promote a more sustainable way of living. We have over 397 million daily active users on Snapchat, so to bring this type of creativity to our platform can have a massive impact and can help educate people to make more informed lifestyle decisions, like how they get around their city.”
Furthermore, Bolt teamed up with Freethink and WWF Cities Lead Jenn Lenhart to produce a short documentary in Stockholm. And to prove the point, the crew relied entirely on public transport and shared mobility. You will be able to download the video here.
Additionally, Bolt collaborated with local activists from the Netherlands, Finland, and Estonia to give people practical tips on how to make their cities more liveable. You can download the videos here.
The campaign will feature a series of outdoor stunts happening throughout September and October. Come back then to learn more.
‘Feels Like Home’ is another Bolt campaign promoting the benefits of ditching a car-dependent lifestyle. ‘Let’s Make Cities for People’ featured the world’s first gallery of urban transformations, while ‘Best Breakups’ showcased stories of people who’ve ditched their cars altogether.
Bolt is the first European super-app with over 150 million customers in over 45 countries across Europe and Africa. The company seeks to accelerate the transition from owned cars to shared mobility, offering better alternatives for every use case. The company’s products include:
