Building brand awareness
The visuals shown here are of a brand awareness campaign that would help launch the Big Fish into the UK market. The idea for the campaign was focused around ‘revolution’. The revolutionary design involved in engineering the 3 click fold mechanism was a key selling point which helped us arrive at this idea, however other factors about the bike such as its unique size when folded, the handle bars revolved 360 degrees and the BigFish customer service is second to none meant everything about BigFish was revolutionary.
Going beyond the brief
The initial task was to create a direct mail piece which targeted independent cycle stores across the UK, but the team felt that a direct mail campaign wouldn’t be enough to generate interest in the bike here in the UK. With Brompton leading the UK folded bike market we needed to push the brief to ensure greater engagement. A Guerrilla PR plan was proposed and a large variety of marketing materials were produced to help launch this bike in the UK such as poster campaigns, point of sale, t-shirts, caps, flags and micro-site.
The campaign was a success and BigFish secured distribution rights with several leading Cycle outlets here in the UK and increased brand awareness