Mission: Make people aware of Swapfiets existence in Germany, with their first German brand campaign. Make the new audience aware of the benefits of the service. Do something culturally fitting. Speak the people’s language in essence.
We kicked off our project by digging into the virtually nonexistent competition and launched a quick survey to really get into the heads of our target audience—understanding their habits, fears, needs, and beliefs. Fluent in the local lingo, we zeroed in on some cool topics for a social campaign and laid out three main ideas. The chosen one is set in a therapist studio and it’s about “Bikes with Problems”.
This led to the creation of a series of three quirky films where bikes spill their guts to a “bike therapist.”
Each bike has its own set of issues: one’s always breaking down, another needs constant maintenance, and the third is just too scared to hit the streets.
Luckily, with a Swapfiets bike, these problems are a thing of the past. In a fun twist, our blue-wheeled Swapfiets bike is right there next to the therapist, cheekily eavesdropping on the other bikes pouring their hearts out.
We worked on giving our therapist a strong visual personality. The surprise of seeing a bike talking from a therapist’s day bed is then building up curiosity.
The campaign results have been highly successful, seamlessly integrating with the existing global campaign and reaching a significant (7 digits) audience within Germany in just four weeks.
- Executive Creative Director and EP: Lorenzo Musiu
- CD + Copy: Arndt Poguntke
- Director: Björn Swoboda
- Co-Production: Borotalco TV
- Co-EP: Matteo Stefani