Brief
Over the last 12 years, Pedal for Scotland has grown into Scotland’s biggest bike ride. After the 2007 event was hit by bad weather, entry levels for 2008 fell by 30% and we were asked to deliver a new campaign, the main objectives being to increase participants and highlight the health benefits. We have now worked on the annual campaigns for the last 3 years.
Our Approach
We created various artwork targeting the demographic profiles given. These were delivered across all media formats including multiple press adverts, posters, leaflets, subway station posters, giant floor graphics and roadside billboards. Our visual media team transformed them into eye catching animation to play on giant transvision video screens within Glasgow Central and Edinburgh Waverley train stations.
Results
The impact of the new 2008 campaign was immediate and within 4 weeks of the launch, the entry level had taken a 40% swing, 10% higher than the previous year. To sum up the continued effectiveness of the recent campaigns, you only need look at the number of participants; since its introduction, numbers have increased from 2,700 to just over 7,000 in 2009 and 9,062 in 2010. Work is currently underway for the 2011 event campaign.
Visit the Pedal for Scotland website: http://www.pedalforscotland.org/
