Evans Cycles had never been on TV before and, in the lead-up to summer, they put together a unique customer proposition, which they wanted to launch via TV. It was a summer trade-in offer, enabling customers to trade in any bike, in any condition and get money off a new purchase. With a tactical DRTV media plan already booked, but with only 3 weeks until the first TX date it was a tall order. We enjoyed every minute of it.
Our solution focused on those bikes we all have gathering dust at the back of the shed or garage that we promise ourselves we will clean up and use again but never get around to. Aiming to re-kindle that love-affair with cycling and get the consumer back on their bike again. The campaign was such as success it was followed up the subsequent year