The event was organised as part of the actions taken by Monza to enhance the experience of thousands of visitors that every year flood into the city during the three days previous to the Italian Grand Prix of Formula 1. It consisted of a free on-demand transportation service during the night, from 19:00 to 02:00, with two minivans. A total of 16 available seats in an area of 1.52 km², with 11 bus stops.
The scope of the initiative was to relieve the traffic and parking need by persuading the visitors hosted nearby the racing circuit to avoid private vehicles to get around the area, and to attract casual tourists to Monza. The team at Shotl also tracked the number of passengers per kilometre as an indicator of efficiency and sustainable transportation.
Considering the short length of the event (three days), the main challenge was how to get ahead of the adoption curve of the Shotl Passenger App. Thus offline marketing was the key to success: signs were placed in bus stops including QR codes to download the app, hotels and campings within the area of operations were also leveraged to communicate the initiative to their hosts, by distributing leaflets printed in Italian and English.
It was the first time that Shotl’s new Driver App for Android smartphones was tested in a real environment. The result was very successful, the training of the drivers went smoothly, and the app was greatly appreciated.
All the team at Shotl was very excited to collaborate to such a massive event, we look forward to repeat and to apply everything we learned in further events.
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