Detailed description (English): GoTo Global, the world's leading provider of multimodal mobility services, together with Finaro, the global cross-border payment provider, collaborate in the Priceless Planet Coalition, Mastercard's global platform that brings together companies, banks, cities and consumers to promote environmental conservation.
The Priceless Planet Coalition's main activity is the restoration, over five years, of 100 million trees together with forestry experts from Conservation International and the World Resources Institute.
Tree planting has been proven to be an effective mechanism against climate change. Because of this, GoTo and Finaro are proud to join this initiative and are working together to increase their share of corporate sustainability.
Allí me planto, a very traditional action
To encourage sustainability, GoTo had developed a strategy to communicate and involve its customer-base. Under the slogan "Allí me planto", or, “I plant myself there”, GoTo was encouraging its customers to "think local, act global." The objective was to bring the initiative closer to the city of Madrid so that users can easily visualize how their participation contributes to the reforestation every time they use a vehicle from GoTo's electric fleet.
Thus, users were invited to imagine Madrid’s Retiro Park replanted in Sydney or a Casa de Campo duplicated in Makueni. This way, they could understand the scale of the project and their role in it.
The action had been amplified in social networks with an influencer marketing campaign, who are well-known as being linked to sustainability and environmental
Detailed description (original language): GoTo Global, el proveedor líder de servicios de movilidad multimodad, se suma junto a Finaro, el proveedor global de medios de pagos crossborder, a la Priceless Planet Coalition, la plataforma de MasterCard que aúna los esfuerzos de empresas, bancos, ciudades y consumidores para realizar valiosas inversiones encaminadas a la conservación del medioambiente.
La principal actividad de la Priceless Planet Coalition es la restauración, a lo largo de cinco años, de 100 millones de árboles junto a los expertos forestales de Conservación Internacional y el World Resources Institute.
Allí me planto, una acción muy castiza
Para fomentar la sostenibilidad, GoTo desarrolló una estrategia para comunicar e implicar a su base de clientes. Bajo el lema "Allí me planto", GoTo, con el apoyo de Finaro, animó a sus clientes a "pensar en local, actuar en global". El objetivo de la campaña era acercar la iniciativa a la ciudad de Madrid para que los usuarios pudieran visualizar fácilmente cómo su participación contribuía a la reforestación cada vez que utilizan un vehículo de la flota eléctrica de GoTo.
Así, se invitó a los usuarios a imaginar el Parque del Retiro de Madrid replantado en Sidney o una Casa de Campo replicada en Makueni. De este modo pueden entender la escala del proyecto y su papel en él.
La acción se amplificó en redes sociales con una campaña de marketing de influencers, que son conocidos por estar vinculados a la sostenibilidad y al cuidado del medio ambiente.
Target group(s): women and men, 20-50 years
Objectives: GoTo led the “Allí me planto” action in Spain, with the support of Finaro, to raise awareness among its users of the importance of caring for the planet and the use of multimodal transport that guarantees sustainability.
Partner: Finaro, MasterCard
Spain