In 2014/2015, the smart eBike was struggling with sales and awareness, and our challenge was clear: how do we reach a new, younger audience with minimal to no media budget? The answer came through bold, fresh content designed to raise traffic and activate the brand’s social followers.
We showcased the eBike’s key benefit—electric support that makes every ride smooth and comfortable—while tapping into the power of a viral meme: “Never skip leg day.” But instead of poking fun at bodybuilders with skinny legs, we flipped the script and made them our heroes. Who better to promote a bike that makes pedaling easier than someone who doesn’t have to work their legs hard? The result was a playful, engaging campaign that resonated with the audience and elevated the eBike’s appeal.
Results: The campaign skyrocketed, achieving over 7 million views and 56k shares within just 3 weeks (reminder, this was 2014!). It claimed the top spot in the German Viral Charts and garnered widespread attention across social platforms. Additionally, ...
Cannes Lions: Bronze (Craft Film) / London International Awards: Gold (Branded Entertainment) / Eurobest: Silver (Craft Film) / ADC Deutschland: 2 x Bronze (Online Film, Promo Video)
CDs: Tobias Feige, Daniel Haschtmann
CW/Songwriter: Timo Fiebig
Art Director: Shelley Lui
Director: Tobias Perse
Composer: Malte Pittner