Title	BIKE SIGN TAKEOVER
Brand	INTERNETSTORES GMBH
Product/Service	FAHRRAD.DE
Category	C02. Use of Mobile & Devices
Entrant	BBDO Düsseldorf, GERMANY
Idea Creation	BBDO Düsseldorf, GERMANY
Production	CRAFTWORK Düsseldorf, GERMANY
Post Production	CRAFTWORK Düsseldorf, GERMANY
Additional Company	SNOOPSTAR Düsseldorf, GERMANY

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 Direct?

The bike sign takeover was targeted at bicyclists, who were engaged to respond by going on a hunt for offers and thereby entering the sales funnel.

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 not only raised recognition for the brand but led into the actual sales funnel, too.

Describe the creative idea (30% 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 engaged with the most bike enthusiastic ones of them: the ones who show active interest in biking and who are regularly to be found on bike paths. To do so we targeted them specifically on social media and made use of the existing fahrrad.de customer base with the simple promise of making exclusive offers available to them right where they like to be the most: on bike paths.

Describe the execution (20% 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.