Cycle of engagement by cellphone

Objective:

developing a cycle of engagement connected to the themes associated with urban mobility in the city of São Paulo by cellphone, integrating activation, questionnaires, feedback, mobilization and funds capture in a single channel.

Highlight:

the transport mode that the respondents most liked to use and believed should receive most attention from the public authorities is the metro.

Parameters:

  • Registration: SMS shots geo-localized to the Ibirapuera and Villa Lobos parks and mailing to Greenpeace donors;
  • Audience: 65,360 SMS activation shots, 330 interviews were conducted;
  • Phraseology: 10 questions about the means of transport used, priorities of the public authority and restrictions on the use of cars;
  • Incentives: BRL5.00 in pre-paid cellphone credit, or BRL5.00 donation to Greenpeace in the name of whoever completed the whole survey.

MGov solutions:

  • Geo-localized SMS (Heat map and Geofence);
  • Voice Response Unit calls.

Main results:

  • Prioritization: The transport mode that the respondents most liked to use and believed should receive most attention from the public authorities is the metro;
  • Bicycle path: The intention to use bicycles as the main means of transport is greater than that for cars;
  • Restrictions: There is no consensus regarding measures for limiting car use: increasing car rotation, urban tolls or reducing parking spaces.
 
English