Contributed by JM Wholesale
Dutch-founded bike subscription service Swapfiets has launched its first ever UK marketing campaign in key locations across London. Dubbed ‘On Yer Bike’, the creative campaign plays on Londoners’ well publicised transport frustrations, encouraging city-dwellers to ditch unreliable public transport in favour of cycling.
Using a combination of existing member and LCC (London Cycling Campaign) data, Swapfiets has identified London’s key cycling boroughs, as well as those where its target audience of young professionals are based. Utilising this data, the brand has secured strategically positioned phone booths, digital screens and 16-sheet cross track ads in Tube stations across the city’s South West and North East. Locations include:
The OOH campaign, developed by London comms consultancy Cut The Bull, will be live throughout May, with the aim of increasing Swapfiets’ ever-growing list of members signed up to their unique subscription model.
Warren Heath, Client Services Director at Cut The Bull, said: “London’s public transport system is famous the world over thanks to its instantly recognisable red double-decker buses and hosting the world’s oldest underground train system. But for Londoners, its more infamous with delays, cancellations, and hot, crammed carriages.
“We wanted to bring those frustrations to life through a well-known idiom, encouraging Londoners to tell busy tube carriages to ‘get on their bike’.
“It’s not every day a comms consultancy is able to bring the full force of their creativity to an ad campaign like this, and we couldn’t have picked a better brand to activate this with.”
For all your bicycle needs visit the Swapfiets website
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