The brief for this was to 'do something better than the Gold Hill Hovis boy campaign'. With a mission to get more people riding their way to work and a fitter hear we're seeing some amazing results coming in and early signs are that this has exceeded the success of the eBike campaign and increased the brand's overall visibility. 

Having had tremendous success with the eBike campaign we had that uncomfortable but exciting challenge ahead - how to make the 'difficult second album', as they say in the music industry. And maybe that challenge and phrase, because we were bandying it around, subliminally led to the idea.

We knew we wanted to find a category that had high search demand, but that perhaps Evans found themselves under performing in for visibility and revenue. Commuter bikes and the 'Ride To Work' scheme looked promising. Not just because of the revenue opportunity, but because it gave us an opportunity to do good. If we could get more people riding bikes we'd not only clean up the environment a bit, but perhaps make a few hearts healthier and live longer. 

Music, as a vehicle, was seen as a good genre to explore as it connected to the energising feel of cycling, but the idea only really came into focus when a creative direction developed where we could capture the data of thousands of commuting cyclists, wearing Garmin technology, and actually make music from it. This idea pointed firmly at electronic dance music, and we started to research the right partner. As well as approaching Paul Hartnoll of Orbital  we approached The British Heart Foundation, to get their scientific endorsement and involvement. Both parties leapt at the chance and the wheels started turning. 

With the indomitable energy of Propellernet's Mark Slade and some expert data crunching we presented Orbital with the raw data and let the maestro go to work. Using the data (and some sampled noises from his own bike) Oribital created an amazing track that was played on Steve LeMaq's 6 Music show. Coverage and social media success have performed beyond expectation. Early results are coming in and will published as soon as they've been verified.

Results and performance TBC

Until there's a case study video here's a 'behind the scenes' video below.