Every day it’s the same story on one of the traffic arteries in Amsterdam. It’s completely stuck with cars and drivers are late for their appointments. But it is a perfect anchor for brand engagement. Can we get people to step out of their cars and onto an e-bike from MBK? To drive interest and engagement from the brand’s audience, we set out this PR stunt, titled ‘Fast Forward Overtoom’.
Meijer & Walters
Insight
Nothing is more convincing than just trying out. This goes especially for e-bikes. The ease of cycling, the extra support and the added speed are really refreshing. So, people need the possibility to experience it. Providing that also helps to gain exposure for the brand MBK and shift opinions about e-bikes.
Idea
We offer a trade: invite motorists who are stuck in traffic to exchange their wheels with ours. So they can experience how quick and care-free their commute could be.
Results
Radio and TV stations supported our stunt, telling drivers what they were to expect when entering Amsterdam that day. We got a lot of visibility on social media and we even had a local government councillor turn up and share a few words on camera to encourage the use of e-bikes in the city.
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Yamaha Motor Netherlands
Branding: E-Bikes for Yamaha
Product launch: Sales Navigator
