Leveraging the insight that many Aucklanders cycled during last year’s lockdown, Auckland Transport and FEDERATION pivoted this summer’s cycling campaign to actively encourage regular, more purposeful ‘short commutes’ to the shops, Saturday sports and even the beach.
Chief Creative Officer at FEDERATION, Tony Clewett says: “We wanted to interrupt that human, autopilot behaviour of getting in a car just to go around the corner. So rather than showing generic ‘bike in action’ shots, we took an unexpected approach to changing behaviour. Bright bike helmets, styled in the brand’s colour palette, spoke to cycling while objects delicately balanced on top represented the intent of the journey.
“We knew that using framing principles would help us to connect casual cyclists to the things they already loved. Things like that Saturday morning flat white coffee run which make an excellent trigger to establish new behaviour.”
Cycling in Auckland has increased almost 400 percent over the last five years.
Managing Partner at FEDERATION, Olly Boden says: “We saw big uplifts in people aged 35-54 years, including Pasifika people who increased their bike use by more than 15 percent.”
The striking campaign leveraged OOH billboard sites, bus sides, bus backs and social media. Seen by 97 percent of all Aucklanders aged 18-49, it’s Auckland Transport’s most successful seasonal cycling activity to date.
Manager Marketing and Integrated Campaigns at Auckland Transport, Penny Batten says: “We especially wanted to spotlight what we call point-to-point journeys which are such a great way for people to try bikes and build their confidence. The eye-catching creative concept challenged audiences to give it a go and we’re thrilled the work has performed so strongly for us throughout the summer.”
Client: Auckland Transport
Client Lead: Penny Batten
Photographer: Toaki Okano