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...