Many people are happy to live without a car – if easy alternatives are available. MO is an urban mobility System. Mo subscribers can rent bikes, cargobikes, ebikes, shared cars or use public Transport with just one card. Using a smartphone app, members can easily locate the closest bike, car or station. Members collect miles when they travel by bike or public transportation; the more miles they accumulate, the less they pay, which creates incentives for long-term change. An example: if someone mostly rides bikes, renting a car gets cheaper. The Motto: cycle and save Money. Infographics and a film were developed to explain the system using clean blue graphics that can be found throughout MO’s branding, making their stations and vehicles easy for members to spot. The medium was the message in this campaign. Ambient media tags were not only applied on bicycles, bicyles were painted in the campaign’s design and tags appeared throughout Munich.