Challenge
Launching a new e-bike with a strategic brand campaign
World renowned bike builders Brompton are famous for their folding commuter bikes built to a high specification in the UK. With the explosion of electric assisted pedal power, the newly launched range of Brompton e-bikes needed a product launch strategy that would help it stand out in a crowded marketplace, while retaining its reputation for unique brand design and adaptability.
Client
Brompton Bicycle UK
Sector
Transport
Services
Strategic brand positioning: Building a brand in a brand
A new product marketing plan, even for an established and respected brand, needs a carefully considered launch strategy to appeal to a new customer base. Brompton came to us to help build upon their brand position and take advantage of the opportunities that a new landscape offered. big group was challenged with building a creative social media campaign to reinforce Brompton brand values across the UK and Europe and raise awareness of Brompton e-bikes.
Solution
Bringing ‘See the Magic Unfold’ to life across Europe
Brompton’s founder Andre Richie had set himself the objective to build a “magic carpet” for cities, so we decided to reflect that story in our message. “See the Magic Unfold” was our way of being true to the original whilst bringing a new audience to the brand.
Lifestyle brand marketing built on experience
We wanted to show potential buyers the magic of Brompton. To do this, we created a campaign targeted at 25-40-year-old professionals living in cities who had have never owned a Brompton and possibly never cycled around their city. We built on Brompton’s traditional values, adding a unique creative look and feel designed to work across all their major European markets.
Product launch plan: Designing an electric identity for Brompton
We designed a unique visual identity for the Brompton Electric campaign, showcasing the freedom and ease of use of their e-bikes. We created over 100 assets for social, digital and print across multiple markets, and delivered them to Brompton stores and retail partners across Europe.
An omnichannel campaign: Social media activation meets retail
To launch the campaign, we identified five creators in five cities across Europe to film themselves over 24 hours. Each creator was tasked with conveying the key message of “See the magic of your town or city unfold in a way that only the Brompton Electric can provide”. This campaign approach supported the in-store activations we created for the European market.
Results
Delivering a distinctive look and measurable results for Brompton
We created a unique and consistent look and feel for all Brompton e-bike creative assets. Driven by the social media campaign, in-store and online point of sale stood out and had a big impact on customers. The results were impressive, with the campaign seeing 225,000 social views, a reach of over 155,000, and a total engagement of 6,600 views with an average viewing time of more than 6 seconds.
Adding impact across Brompton stores
Over and above the success of the social campaign, our in-store creative extended the brand reach and visual appeal of the new Brompton e-bike range to outlets across Europe. Our strategy broadened the existing brand appeal that Brompton has enjoyed since its inception 50 years ago. By taking Brompton’s reputation for quality and adaptability, and modifying it for the new electric range, our campaign underlined Brompton’s position as a market leader in quality electric bike design and production.
225,000
views
5
creators
24
hours
Work
