What if thousands of bikes gathering dust in sheds could be brought back into use? In just 10 days, Diva and CTC developed The Big Bike Revival to achieve exactly that. A successful proof of concept led to a national pilot – and even more restored bikes.
Printed materials and social media engagement had helped drive attendance during the proof of concept. But with as many as 1,600 Big Bike Revival events taking place from Newcastle to Cornwall in May and June 2015, it was vital that we used more channels to reach a bigger audience.
To make it easy for the public to find their nearest participating bike recycling centre or Halfords store, Diva created a responsive website that listed each event and also featured a moderated feed of Twitter and Instagram posts to help generate excitement during the campaign.
We designed, printed and distributed leaflets, posters and banners to help organisers promote their events on the ground, while also co-ordinating targeted PR and social media activity that reached a combined audience of over 20 million people.
Diva secured Martine McCutcheon as a celebrity supporter to help us appeal to a different audience, with the former EastEnders star featuring in a promotional video and conducting interviews with radio stations across England.
It was an ambitious initiative that saw Diva deliver a truly multichannel communications campaign. The hard work paid off; an estimated 30,000 people attended Big Bike Revival events that showed them how easy it is to maintain a bike – and how much fun it can be to ride one, too.
The Big Bike Revival recently won Best Digital Marketing Campaign in the Public Sector at the Northern Digital Awards.http://www.bigbikerevival.org.uk