Cardboard tutorials for recruiting new carpool drivers

No new drivers, no available routes.

Without available trips, there’s no use for passengers.

To solve this equation, Sweet Punk has devised an operation aimed at the 80% of drivers who are still self-drivers, to encourage them to welcome passengers into their vehicles.

In 2024, mobility news was marked by the deployment of new thermal radars on carpool lanes.

Offenders now face a €150 fine.

A great step forward for carpooling, a new sense of injustice for solo drivers.

Roublito is that unrivalled thrifty guy that everyone has already met:

He knows how to order a free Bigmac at the kiosk, create 30 different e-mail addresses to accumulate the first few months of free travel, and pass on the frames of his glasses to his insurance company.

In this context, he brings out his camera to show us his new trick: the creation of cardboard passengers to get round the ban on solo driving.

An in-house film, supported by a Youtube and social media plan.

Creation of monpassagernecarton.fr, to download assembly instructions for cardboard passengers (and take advantage of promotional codes).

The operation is supported by educational content on the operation and carpool lanes.

From 300 to 1000 visits per day over the period.

Nearly 20,000 unique visits to the landing page.

From 1000 to 1700 tutorial downloads/day (with peaks of 2000).