2020 Brand Experience & Activation

BIKE SIGN TAKEOVER

TitleBIKE SIGN TAKEOVER
BrandINTERNETSTORES GMBH
Product/ServiceFAHRRAD.DE
Category B02. Use of Ambient Media: Large Scale
Entrant BBDO Düsseldorf, GERMANY
Idea Creation BBDO Düsseldorf, GERMANY
Production CRAFTWORK Düsseldorf, GERMANY
Post Production CRAFTWORK Düsseldorf, GERMANY
Additional Company SNOOPSTAR Düsseldorf, GERMANY
Credits
Name Company Position
Till Diestel BBDO Group Germany GmbH Chief Creative Officer
Kristoffer Heilemann BBDO Düsseldorf GmbH Creative Managing Director
Rod Henriques BBDO Düsseldorf GmbH Executive Creative Director
Martin Soendergaard BBDO Düsseldorf GmbH Executive Creative Director
Rosario Brancato BBDO Düsseldorf GmbH Art Director
Ann-Catrin Blömer BBDO Düsseldorf GmbH Art Director
Felix Hoffmann BBDO Düsseldorf GmbH Art Director
Christian Korntheuer BBDO Düsseldorf GmbH Copywriter
Guilherme Nesti BBDO Düsseldorf GmbH Copywriter
Tobias Hecking BBDO Düsseldorf GmbH Copywriter
Patrick Krug BBDO Düsseldorf GmbH Account Director Digital
Remo Hilgers BBDO Düsseldorf GmbH Digital Project Management
Faz Ahmed BBDO Düsseldorf GmbH Senior Brand Planner
Martin Böing-Messing BBDO Düsseldorf GmbH Creative Technologist
Steffen Gentis BBDO Group Germany GmbH Chief Production Officer
Kat Wyeth CraftWork - a brand of ad agencyservices GmbH Production Director
- - PremiumBeat Music/ Sound Design

Why is this work relevant for Brand Experience & Activation?

This campaign turned the signage of Germany’s entire network of millions of kilometers of bike paths into gateways to experience and interact with the brand of fahrrad.de.

Background

fahrrad.de is one of Germany’s biggest online bike shops. But offline there are little chances to interact with the brand. We were tasked with coming up with an engaging way of raising the brand’s relevance for all cyclists. Not just online, but especially out and about right where cyclists are. We needed a solution that raised recognition for the brand and ideally actual sales, too.

Describe the creative idea (20% of vote)

We turn all of Germany’s more than 100.000 bike traffic signs into touchpoints leading to fahrrad.de Simply scan a sign and get weekly, geo-targeted offers. This way we create new, personalized impulses and turn buying a new bike into a new shopping experience.

Describe the strategy (20% of vote)

Fahrrad.de is aimed at all cyclists of all walks of life – after all the “fahrrad” in fahrrad.de simply means “bike”. To reach all of them we deemed it worthwhile to engage with the most active ones of them: the ones who bike on bike paths. As with many high involvement categories targeting brand messages at the most involved creates a halo effect, leading to further awareness with everybody else.

Describe the execution (30% of vote)

In collaboration with the app “snoopstar” we virtually hid great offers on fahrrad.de behind each of the 100.000 traffic signs with bikes on them leading the audience on a path of exploration: Simply by scanning a bike sign using the snoopstar app they are led to weekly changing, personalized, geo-location based offers, enticing them to go on a hunt for other signs to discover other offers, too. To get the campaign started we used floor graphics, bike influencers, fahrrad.de owned channels, sponsored social media posts and online PR.

List the results (30% of vote)

The campaign not only pushed sales during the time of the promo beyond the effects of Covid on the bike market, but created a long lasting effect: Whenever the people who interacted with the campaign pass by one of the ubiquitous bike signs they are reminded of fahrrad.de. In fact, the campaign virtually turned simple traffic signs into more than 100.000 permanent, exclusive OOH media.