E-Bikes: Launching a New Fleet with 50K New Riders

The Challenge: Making Shared E-Bikes a Daily Habit

Zephyr Mobility introduced a large new fleet of electric bikes designed for urban commutes across Los Angeles. However, they faced the classic micromobility challenge: high initial curiosity but low sustained ridership, especially among daily commuters. Many residents were unaware of the closest hubs or the special access programs available to them. Zephyr needed a platform that could cut through the noise and instantly communicate the convenience and affordability of e-bikes to the right people at the right time.

The Healthy Streets LA Strategy

We crafted a targeted communication plan focused on proving the time-saving and affordability benefits of e-bikes over short car trips.

Phase 1: Identifying Commuter Corridors

• We analyzed anonymized LA traffic and public transit data to map high-density commute routes where a 1-to-3 mile e-bike trip would be faster than driving or using a bus.
• We geo-segmented residents living near new Zephyr hubs and within university districts, defining the prime target audience for shared mobility.
• We developed an exclusive limited-time "First Ride Free" promotion to reduce the barrier to entry, tailored specifically for our outreach.

Phase 2: High-Conversion SMS Campaigns

• Our primary execution involved a hyperlocal SMS campaign, sending alerts directly to users as they entered target zones, showcasing the nearest available e-bike and the exclusive discount code.
• The messaging was direct and value-focused: bypass traffic and save money. The high conversion rate proved the effectiveness of using SMS for immediate behavioral change.
• We integrated the campaign with digital map overlays to show riders how the e-bike service complemented existing public transit lines for multi-modal trips.

Results: Accelerated Ridership and Engagement

The partnership quickly demonstrated that targeted communication is the key to turning awareness into active adoption in urban environments.

Key Outcomes for Zephyr Mobility

• New Riders Acquired: 50,000+
• SMS Conversion Rate (Click-to-Download): 18 percent
• Service Area Utilization: New hubs reached nearly 100 percent utilization within the first few weeks of the campaign.

Impact on the Los Angeles Community

This massive influx of new ridership led to a measurable reduction in short-trip car usage, directly contributing to less traffic congestion and cleaner air along the targeted corridors. The success validated the platform's ability to drive rapid, sustained adoption of sustainable urban travel technology.