This creative campaign humanises bikes and E-bikes as relationship partners, with the aim of demonstrating E-bikes' superiority over regular bikes. Incorporating common cyclist frustrations, it emphasises E-bike advantages through a playful and relatable tone tailored towards younger, Gen Z commuters.
Touchpoint 1: Train/Bus Station Billboards
Through strategic audience-focused messaging, this highlights E-bike benefits, positioning them as the more advanced commuting choice over regular bikes. Placed in public transport hubs, it highlights and responds to commuter struggles through relatable language, for impactful engagement.
Touchpoint 2: Interactive Digital Billboards
This advertisement utilises interactive billboards located in urban areas near bike racks and bus stops. Research shows that UK bus riders typically experience waiting times of 10-30 minutes, providing an ideal window to engage commuters. Therefore this advert leverages this idle time, to deliver a memorable message positioning E-bikes as the smarter alternative.
Through satire and exaggeration, it portrays E-bikes as the clear choice by presenting fake dating profiles for regular bikes and E-bikes. A swipe-to-reveal feature inspired by dating app interactions, adds an interactive element that enhances engagement and appeals to a modern, tech-savvy audience.
