MOBI Project - Sustainable Mobility Game for European Commuters

1. www.mobi-project.eu Project duration: 36 months (08.03.2013– 07.03.2016) Contract number: IEE/12/738/SI2.644749

2. Project summary • The MOBI project builds on the success of the From5to4 online game, which originated in the Netherlands. • The aim is to encourage employers and their employees to use energy efficient and sustainable transport modes for their commute journeys. • At the same time, players have fun whilst competing against other teams to see how many sustainable trips are done each week. This competition element has proven to be a strong part of the game's success. In return, the website or app gives employees information about how much energy they have saved, calories burned as well as the opportunity to win prizes. From 5 To 4 is a simple formula: every week, one day smarter commuting! This can lead to a 20% emission reduction. We implement this project in a small consortium with 6 partners from the Netherlands, Belgium, the UK, Bulgaria, Romania and Portugal The mascot, called mobi

3. Background Many behavioural change projects have trouble measuring the changes they wish to bring about. The interesting part of MOBI is that the From5To4 game also serves as a dashboard and monitoring tool for e.g. modal split, CO2-savings, ecological footprint, mileage per mode or health aspects. Many companies do not have this information yet. F5T4 is not only a game, it is also a personal coach for commuters and an information tool that communicates on a personal level with the players. This is done via the green avatar called mobi. A playing round in 2012 with 1000 participants in NL and BE achieved significant behavioural change: a reduction of car trips during rush hours of 15-25%. The game won two mobility awards in the Netherlands.

4. Objectives and main steps The main objective is to have employees make 20% less car trips during rush hour, during the week: 1 day a week smarter travelling! The first important step was to make the Version 1.0 of the game suitable for implementation in Europe: a.o simplify the registration process, translations into partner languages, new graphic design, more user-friendly way to insert modes and milage, a mobile version (app), additional awards, a Mobi gadget store to enhance your personal coach, a new CO2 widget and additional polls, asked during the playing period to obtain more information about the players. Parallel to this: specification of the European game philosophy, rules and branding and recruitment of participating organisations by the partners. Setting up an evaluation framework, using the Max-Sumo approach as well as target group segmentation. Let’s play! The implementation of the game starts. Evaluation, recruitment and implementation continue in parallel throughout the project.

5. Expected impacts The MOBI project creates a European version of the From5To4 online mobility game. By playing this game, we expect employees to increase their use of sustainable modes of transport for their commute by 20% (i.e. one day a week “smarter” travelling). By targeting (large) companies and public bodies, we expect to invovle 24000 employees in the game as active players. In addition, throughout the project we expect to make 100,000 employees aware of the game and its benefits The points above lead to a significant reduction in CO2 emissions.

6. Partners and contact Please visit our website: www.mobi-project.eu Coordinator: DTV Consultants, The Netherlands Mr Sander Buningh E-mail: s.buningh@dtvconsultants.nl Tel: +31 (0)76 5136630 Partners: Mobiel 21, Belgium Energy Agency of Plovdiv (EAP), Bulgaria TIS.PT- Tranport, Innovation and Systems (TIS), Portugal Agency of Brasov for the Management of Energy & Environment , Romania WYG (Environment Planning Transport) Ltd (WYG), United Kingdom