How TIER (now Dott) accelerated rider acquisition across Europe
TIER (now Dott) is Europe's leading shared micro-mobility provider. The company wanted to extend its marketing mix beyond digital-only acquisition and prove that offline channels could deliver the same performance accountability and speed as paid online media, while meeting strict sustainability standards.
Flyers
Conversions
Conversion rate
The challenge
As Europe’s leading shared micro-mobility provider, TIER (now Dott) wanted to evolve its acquisition strategy toward a true 360° marketing approach. While digital channels were already well established internally, offline marketing faced strong resistance.
Convincing a highly performance-driven acquisition team to adopt offline marketing at scale required proof that it could be sustainable, trackable, and directly comparable to online channels, without compromising TIER’s strong environmental commitments.
TIER’s goals were to:
- 01Extend its marketing mix beyond digital-only acquisition
- 02Acquire new riders in multiple cities simultaneously
- 03Compare offline and online performance using the same KPIs
- 04Ensure any offline activation aligned with its climate-positive and sustainability standards
- 05Deploy quickly during peak riding season
- Target geographyFrance, the United Kingdom, Germany and Belgium
What we did
Oppizi deployed hand-to-hand distribution in high-density urban environments across France, Belgium, Germany and the UK. Each flyer featured a unique QR code linked to a real-time dashboard, enabling city-by-city visibility of scans, sign-ups and cost per acquisition while campaigns were still running.
H2H
Brand ambassadors in high-density urban locations across four countries
Strategy
Oppizi deployed brand ambassadors in high-density urban environments across France, Belgium, Germany and the UK, targeting strategic locations such as city centres and high-traffic transit areas. The campaigns were launched simultaneously in several cities to maximise impact and speed to market.
Why it was chosen
Hand-to-hand distribution enabled TIER to present its service through human interactions, strengthening trust and credibility with users. By deploying brand ambassadors in transport hubs, city centres and high-traffic areas, the brand reached users at the moment when their mobility intent was strongest. Face-to-face exchanges also made it possible to explain how the service works and remove barriers to first-time use.
Campaign results
Within just 12 weeks, TIER successfully executed offline acquisition campaigns in five new cities, supporting peak-season rider growth while expanding beyond a digital-only acquisition model. By deploying hand-to-hand flyering in dense urban environments, the campaign delivered both speed and measurable performance—meeting the standards of a highly data-driven acquisition team with:
Flyers
Distributed across France, Belgium, Germany and the UK
Conversions
New riders acquired through offline channels
Conversion rate
Exceeding internal performance expectations
876,000 flyers distributed across France, Belgium, Germany and the UK
18,308 new riders acquired through offline channels
2.09% conversion rate, exceeding internal performance expectations
Why it worked
The campaign succeeded because it combined human-led distribution with digital-grade measurement. Real-time tracking allowed TIER's acquisition team to compare offline performance directly against online channels, while face-to-face interactions built trust and removed barriers to first-time use at the moment of highest mobility intent.
Digital-grade tracking
Oppizi’s dashboard tracked scans, conversions, and CPA, making offline campaigns directly comparable to online.
Speed & scalability
The campaign launched within days and rapidly expanded across multiple cities and countries during peak demand.
Human-led acquisition
Face-to-face interactions built trust and credibility, driving higher adoption while maintaining positive relationships with municipalities.
We called on Oppizi as part of our development in Paris, Lyon, Bordeaux, Grenoble, Roubaix. Following a successful first operation, we have since used Oppizi's services in several markets abroad.
Mélanie Sotty
Marketing Manager
Tier
The takeaway
For a shared mobility brand operating under strict sustainability and ROI requirements, these results demonstrated that offline marketing can match digital-grade accountability while delivering rapid multi-city scale.
Offline acquisition can now be judged by the same KPIs as digital, delivering both speed and accountability at multi-city scale.
Our channels
Use addressed targeting for precision and Postwurfspezial for neighborhood-level scale — both tracked, both measurable, both backed by the power of AI.
Learn more about Direct MailOffline marketing, reinvented for modern growth teams
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