Challenge Beam were approached by the Royal Borough of Kensington and Chelsea to help them encourage local residents to take to their bikes as part of a three-year EU programme to reduce carbon emissions and increase cycling through marketing-based initiatives.
Solution The identity revolved around information graphics that highlighted positive reasons for cycling. Digital assets included a news channel style website with live feeds and blogs and a unique ‘Blue Plaque App’ to guide cyclists around Kensington and Chelsea’s famous dwellings and using geodata to activate voice-overs at each location about the character who lived there. We shot several short films and animated features and organised live events including a highly successful Bike Heroes tie-up with Brompton bikes.
Result Cycling in the borough increased by 24% over the two year period the campaign ran. The website won London Cycling Awards best digital campaign in 2014 and the ‘Just can’t get enough’ film has received over 250k views on Vimeo. The campaign had press coverage on 128 occasions including features in the Guardian, Time Out, the Independent. A survey of over 500 residents found that 33% said that because of Bikeminded they are now cycling more, on average 10 miles a week more.
Services provided Brand Strategy, Brand Identity, Marketing Collateral, Advertising