Bike Bendigo - Education & Inspiration Campaign
CLIENT
Bike Bendigo
Bike Bendigo is a community organisation, working to make bike riding as easy, safe and attractive as possible to people of all ages and abilities. They are focused on making Bendigo the bicycle capital of regional Australia.
The Problem
Bike Bendigo has a current goal of encouraging more people in Bendigo to jump on their bikes for more short trips.
In order to achieve this goal, Bike Bendigo needed to help remove as many barriers and objections that people may have towards getting on their bike more often. This message needed to be strategically delivered through video marketing to the right audience. Even though their ideal goal is to get as many Bendigo residents on their bikes as possible, presenting a targetted message to such a diverse range of people is never going to be very effective. Herein lied the challenge.
Bike Bendigo engaged us to help guide them through the process of working out how they could achieve maximum impact with this project. We started with a Storyline Blueprint Workshop hosted at the Emporium Creative Hub and fueled by our favourite local pastries from Bluebird Patisserie. In this workshop, we discovered that the audience that were most likely to take up riding were also the ones with the easiest barriers to overcome. Women aged 35-40 turned out to be the audience that would be most likely to take up riding if we helped them overcome their concerns about feeling safe on the road.
The videos you see below are a product of the concept development process we go through in our Storyline Workshops. These videos have been released via a Facebook ad campaign with great success.