The company is not what is being called a scheme. What the company was being employed by the city of Paris to execute is being called a scheme:

Championed by Paris Mayor Bertrand Delanoe, the bikes were part of an attempt to "green" the capital. [...]

The original contract gave the advertising company a 10-year licence to exploit 1,600 city-wide billboards in return for running the scheme [...]

The scheme was modelled on one in Lyon [...]

It is also being copied overseas with London, San Francisco and Singapore all intending to set up similar schemes.