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E-Moving Turns São Paulo's Steepest Streets Into a Sales Tool
E-Moving's "Steep Discount" is a 2019 digital campaign by Tribal São Paulo that used Google Maps elevation data to calculate the steepness of a user's home-to-work route and convert that gradient directly into a personalised discount on an electric bicycle.
E-Moving is a São Paulo-based urban mobility startup founded in 2015 by Gabriel Arcon and Kleber Piedade, according to reporting archived on clapboard.com. The company built its business around electric bicycle rental and sales, positioning itself within Brazil's emerging micromobility sector at a moment when cycling infrastructure and alternative commuting options were gaining visible traction in the country's largest city. The campaign launched in April 2019 and operated exclusively across digital out-of-home and mobile channels, with outdoor placements positioned on São Paulo's hillier streets and mobile inventory enriched with live elevation data drawn from the Google Maps API.
The strategic premise was direct. As documented by Meioemensagem Com Br, approximately 30 percent of São Paulo routes involved meaningful climbs or elevation changes, making slope a legitimate and measurable barrier to cycling adoption. Rather than positioning the electric bike abstractly as a green or progressive choice, the campaign made topography the sales argument. The steeper a prospective buyer's commute, the deeper the discount they received — a mechanic that fused performance marketing logic with genuine consumer insight. This approach earned the campaign a Bronze Effie at Effie Brasil 2019 in the Data Driven Idea category, as confirmed by adsoftheworld.com and clapboard.com. The Clapboard Score for "Steep Discount" stands at 69 out of 100, reflecting strong conceptual coherence and award-validated effectiveness alongside the campaign's modest single-asset footprint.
São Paulo's topography is a genuine obstacle to everyday cycling. The city's terrain is characterised by significant elevation variation across residential and commercial districts, and as reported by meioemensagem.com.br, roughly 30 percent of commuter routes in the city involve climbs that a conventional bicycle makes physically demanding. Tribal São Paulo identified this friction point not as a category weakness but as the campaign's central mechanism, linking the product's core value — motor-assisted climbing — directly to the most concrete reason people avoid cycling in the first place.
The electric bicycle segment in Brazil in 2019 faced a dual challenge. Acquisition costs were high relative to the mass market, and consumer awareness of performance benefits remained limited beyond early adopters. At the same time, São Paulo's shared micromobility sector was expanding rapidly. Scoo, one of E-Moving's direct competitors in the urban mobility space, had launched shared electric scooters in São Paulo in August 2018 and expanded to Belo Horizonte, Curitiba, and Porto Alegre, according to data cited via mobiliseyourcity.net. Yellow and Grin, two further competitors operating bike and scooter-sharing services in Brazil, were also scaling operations across São Paulo during the same period, as documented by Aisel Aisnet. Against this competitive backdrop, E-Moving required a differentiated argument for ownership over shared use, and slope-indexed pricing delivered exactly that: a financially quantified, individually relevant reason to buy rather than borrow. The campaign's data-driven architecture was not decorative. It made the discount legible, personal, and grounded in each potential customer's actual daily geography, converting an abstract product benefit into a concrete financial proposition calibrated to São Paulo's streets.
Tribal São Paulo built the campaign's creative logic from a data layer outward. The agency integrated the Google Maps elevation API to calculate altitude differences along individual users' commuting routes, then translated those figures into variable discount values that appeared in real time across digital out-of-home placements on hilly streets and within mobile advertising inventory, as documented by clapboard.com and adsoftheworld.com. The creative execution was disciplined: the steeper the climb, the larger the discount displayed, making every piece of media simultaneously a piece of personalised direct response.
The production team behind the campaign is publicly credited. Chief Creative Officer Carlos Fonseca led the creative direction at Tribal Worldwide São Paulo. Creative Director Guiga Giacomo oversaw concept development, with Art Director Aldo Fabrini shaping the visual language and Copywriter Filipe Rosado responsible for the campaign's messaging, as confirmed by meioemensagem.com.br. The UX design layer, which governed how elevation data surfaced into the user-facing discount interface, was integral to the campaign's coherence — connecting back-end API logic to a front-end experience simple enough to convert a commuter scrolling through a mobile feed.
The single-asset digital format that the campaign submitted reflects a focused production strategy rather than a scaled multi-market rollout. By concentrating execution on São Paulo's specific topographic conditions, the team kept the campaign tightly relevant to its target geography. The out-of-home placements on streets with measurable gradient gave the media buy a physical authenticity that reinforced the data-driven premise: the advertising appeared precisely where the problem it solved was most viscerally felt by commuters navigating São Paulo's slopes on a daily basis.
"Steep Discount" won Bronze at Effie Brasil 2019 in the Data Driven Idea category, as confirmed by adsoftheworld.com and clapboard.com. The Effie recognition is the campaign's primary publicly verified performance marker, and it validates the strategic and executional coherence of the approach rather than simply its creative ambition.
No granular sales conversion figures or click-through rates for the campaign are publicly available beyond the Effie documentation. What the award submission process does confirm, per meioemensagem.com.br, is that the campaign was evaluated on the effectiveness of its data-driven idea — meaning the mechanic itself, the conversion of elevation into discount value, was judged to have produced measurable commercial or behavioural impact sufficient to reach the Effie standard at the Bronze level.
Structurally, the campaign's effectiveness argument is strong. By anchoring discount depth to a variable that was both real and individually meaningful — the steepness of a specific person's commute — Tribal São Paulo eliminated the abstraction that typically dilutes promotional offers. A generic discount on an electric bicycle competes with every other promotion in a category. A discount calculated from the gradient of a user's actual route to work competes with nothing, because it is unique to that person's geography. In the context of a São Paulo startup that by 2018 operated approximately 400 electric bicycles and had secured a R$1 million strategic alliance with Movida Locação de Veículos, as reported by adlatina.com, even modest conversion lifts from a precision-targeted campaign carried material commercial weight for a business operating at that scale.
E-Moving's Steep Discount was a 2019 digital campaign by Tribal São Paulo that used Google Maps elevation data to calculate the steepness of individual commuting routes in São Paulo and convert that gradient into a personalised discount on an electric bicycle, linking product performance directly to topographic need.
Tribal Worldwide São Paulo created the Steep Discount campaign for E-Moving in 2019. The team included Chief Creative Officer Carlos Fonseca, Creative Director Guiga Giacomo, Art Director Aldo Fabrini, and Copywriter Filipe Rosado, as documented by meioemensagem.com.br.
Steep Discount won Bronze at Effie Brasil 2019 in the Data Driven Idea category, as confirmed by adsoftheworld.com and clapboard.com. The campaign was also a finalist in the same category before securing the Bronze, validating its effectiveness as a data-driven commercial idea in the Brazilian market.
E-Moving used the Google Maps elevation API to measure altitude differences along users' home-to-work routes across São Paulo. The steeper the climb, the larger the discount offered. According to meioemensagem.com.br, approximately 30 percent of São Paulo routes involved significant elevation changes, making slope a measurable sales argument.
Steep Discount ran exclusively on digital out-of-home and mobile channels in Brazil in 2019. Outdoor placements targeted São Paulo's hillier streets directly, while mobile inventory was enriched with live elevation data, ensuring the personalised discount mechanic reached commuters at the precise moment and location of topographic relevance.
E-Moving's Steep Discount holds a Clapboard Score of 69 out of 100. The score reflects the campaign's strong conceptual coherence and its Bronze Effie Brasil 2019 recognition, balanced against its modest single-asset production footprint and the limited scale of verified public performance data beyond the award documentation.
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