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The Challenge

In March 2021, Citigroup (Citi), a global banking giant, under the leadership of CEO Jane Fraser, boldly announced its commitment to achieving net zero greenhouse gas (GHG) emissions by 2050. This ambitious target reflects Citi's recognition of the urgent need to address climate change and its determination to lead the transition to a net zero economy. With interim goals set for 2030, one of Citi's initial steps in the UK was to galvanise its employees at the Canary Wharf headquarters through an internal communications campaign.


Supported by their agency in London, Citi required a solution to educate and inform employees in an innovative way that included employees in their ambitious plan.

Mercedes launch new electric vehicle

Mercedes-Benz, a leading multinational automaker, unveiled its first line of electric vehicles (EVs) with a groundbreaking launch event at the US Open. Partnering with acclaimed singer-songwriter Alicia Keys and energy generation technology firm Pavegen, Mercedes-Benz embarked on a mission to not only showcase their innovative EVs but also to harness the power of clean energy and support the future of STEM education.

Mercedes-Benz aimed to create a memorable and impactful launch event for its new line of EVs while simultaneously promoting sustainability and supporting the development of the clean energy workforce. They sought an innovative solution to engage consumers, generate clean energy, and raise funds for educational initiatives.


To bring their net zero commitment to life and engage employees innovatively, Citi partnered with Pavegen and agency Salterbaxter. Pavegen designed an interactive Kinetic Employee Engagement Experience centred around the campaign "Power Up Net Zero – Show Them What a Global Bank Can Do." Using Pavegen's award-winning technology, employees and visitors were challenged to generate as much kinetic energy as possible in 20 seconds, fostering competition with a leaderboard.

A visually striking Pavegen array, accompanied by an audio-visual totem, was strategically installed in a prominent location within the Canary Wharf office. This placement ensured maximum visibility and engagement, reaching thousands of employees daily as they passed through the area.

An interactive energy game was deployed to educate and inspire employees and visitors alike about Citi's net zero ambitions. The game challenged participants to create as much kinetic energy as possible in 20 seconds and added a competitive element with a leaderboard. 

the solution

In collaboration with Pavegen, Mercedes-Benz installed kinetic tech floor tiles at the USTA Billie Jean King National Tennis Center, where the US Open took place. Fans attending the event, including enthusiasts of Alicia Keys and Mercedes-Benz, walked over the tiles to explore the automaker's new range of EVs while simultaneously generating clean energy with their footsteps.


The harvested energy displayed real-time data to educate visitors on the impact of renewable energy in EVs. Additionally, for each consumer who walked the pathway, Mercedes-Benz pledged a $1 donation per footstep to The National Energy Education Development Project (NEED). These funds supported the expansion of educational curriculum around EVs and provided training for students and teachers in electrification and smart mobility.


Monique Harrison, Head of Brand at Mercedes-Benz USA: “We are excited to engage consumers to help us create clean energy and support NEED’s efforts to train and empower the next generation of the STEM workforce, and hope that with this initiative we will spark excitement from kids to take part in the future of electric transportation.”



The collaboration between Mercedes-Benz and Pavegen resulted in a multifaceted impact. Not only did it create an engaging and memorable experience for attendees at the US Open, but it also demonstrated Mercedes-Benz's commitment to sustainability and supporting STEM education. By harnessing the power of clean energy and supporting educational initiatives through donations to NEED, Mercedes-Benz paved the way for a brighter and more sustainable future. 

Through this collaboration, Mercedes-Benz not only showcased its commitment to innovation but also demonstrated its dedication to making a positive impact on society and the environment.