Matjaž ČEPON, Technical Director Member of JCDecaux’s bicycle family
• 1999: 1st developments in self-service bicycle hire within JCDecaux
• 2003: 1st bicycles in Vienna (Austria), Cordoba and Gijon (Spain)
• 2005: Lyon
• 2006: Brussels
• 2007: Paris, Marseille, Mulhouse, Besançon, Seville, Toulouse and Rouen…
• 2008: Amiens, Luxembourg, Nantes, Nancy
• 2009: Dublin, Plaine Commune, Cergy-Pontoise and extension of Paris contract with 30 towns in the suburbs
• 2010: Toyama (Japan), Valencia (Spain), Göteborg (Sweden), Brisbane (Australia)
• 2011: Ljubljana (Slovenia)
• 2012: Namur (Belgium)
Customer service
Highly qualified hotline
Dedicated websites
Mobile application
How “bicikl” became Ljubljana’s BicikeLJ Current Figures
49.793 subscribers 1.570.019 hires 1.823 users per day in average 4.113 day record on 3rd of October 2012 21 min average time per trip in minutes 98,94% free hires 6,81 hires per bike in a day 223 average number of bike translocations by our staff per day Foundation of BicikeLJ
Agreement between the city municipality’s mission and a global company’s business.
Public-private partnership between the City of Ljubljana and company Europlakat based on international public tender with the following common goals:
• expand the system of public transportation with additional means of transport
• to improve quality of life (less exhaust, better fitness)
• stimulate use of bicycles in Ljubljana (good cycling tradition)
Foundation of BicikeLJ
• not to neglect the inhabitant’s habits and the cycling tradition in Ljubljana
• get added value for public space dedicated to outdoor advertising
• to subtly install new urban furniture and acquire new opportunities of communication with the citizens
• not to have unrealistic expectations about financial effects of the public-private partnership (appropriate level of risk on both sides)
Reasons for Success
Three “secrets” of success:
I. a top quality product II. the right positioning III. perfect communication I. Top Quality Product
Robust bike - front and rear brakes built in wheel hubs - full tyres, without inner tubes, - anti-theft device with built-in key - adjustable saddle height - front basket - prop stand - mudguards - lights
Easily accessible network - 300-400 metres of distance between stations
Up-to-date service - simple registration and hire - on-line coordination - translocation of bikes - smart phone and Internet applications for finding available bikes or empty bike stands
II. Right Positioning
Fair partnership - respect of both sides’ interests - business transparency
Cooperation with citizens - respect of cycling tradition - a local name easy to memorize - up-to-date information - testing period
III. Perfect Communication
Simple and clear messages - innovative name BicikeLJ - clear positioning: “The cheapest and quickest public transportation”
Timely public relations
Coordinated communication: public relations – Futura PR branding - Korpus logo & guerrilla – Agencija Arih key visual – Kraft&Werk
Visual identity easy to memorize - logo - basic theme - unified advertising
From Idea to Launch in One Year
• initial idea May 2010 • negotiations June - September 2010 • city decisions October 2010 - January 2011 • contract signature March 2011 • PR communication from January 2011 • installation March – April 2011 • testing April – May 2011 • advertising campaign April – May 2011 • launch 12 May 2011
15% + of Ljubljana’s population are subscribers
300 bicycles
31 stations
48,400+ annual subscribers
One of the highest bike rotation rates in the world The cheapest public transport
3€ / year immediately re-credited to the customer’s account for journeys over 60 minutes
First 60min for free Second hour: 1€ Third hour: 2€ Fourth and any additional hour: 4€ per hour
98% of rentals free of charge: the cheapest membership fees in the world
BicikeLJ in the Media Key messages
WIN – WIN PARTNERSHIP: • Additional service in town • Contract for advertising panels
GOOD PRODUCT (SOLUTION): • Easy to use and cheap bike system for customers • Environment friendly and improving quality of life
SUCCESSFUL PROMOTION: • High number of BicikeLJ users • High number of rents in total Thank you for your attention.