Evans Cycles: Return to Gold Hill

Evans Cycles, a British cycle retailer, increased awareness of the electric bikes market in the UK by remaking Sir Ridley Scott's famous 1973 Hovis advert.

Campaign details

Agency: Propellernet

Position Evans Cycles as the leading authority in the UK electric bikes market to increase sales.

Strategy

Insight revealed many cyclists stop pedaling at a certain age, while commuters avoid strenuous cycling. An e-bike provides a remedy to both issues, but consumers needed to be enthused.

Identifying the right audience was crucial. Using data from consumer-focused strategy tool AudienceView, and qualitative online insight, e-bike audiences were identified as male, 35+ and split between those wanting to ride as they got older, and commuters needing an easier solution that also offered health benefits.

Creativity

Evans Cycles...

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