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.