Pedal power

AUCKLAND, Today: Leveraging the insight that many Aucklanders tried cycling in their neighbourhoods for the first time during lockdown last year, Auckland Transport and Federation successfully launched a summer cycling campaign to actively encourage regular, more purposeful short commutes to the shops, Saturday sports, and even trips to the beach.

The campaign capped a five-year programme that saw bike use rise nearly 400% in five years.

Federation CCO Tony Clewett said: “We wanted to interrupt that human, autopilot behaviour of getting in a car just to go around the corner.

“So rather than showing generic shots, we took an unexpected approach to changing behaviour – bright bike helmets, styled in the brand’s colour palette.

“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.” 

Federation managing partner Olly Boden said: “Not only did the number of people cycling in Auckland increase significantly, the campaign lifted overall support and perceptions of cycling as a transport mode in the region.

“The eye-catching creative concept from Federation challenged audiences to give it a go.”

“We saw big uplifts in people aged 35-54 years, including Pasifika people who increased their bike use by more than 15%. The net result is that we have more people getting on their bikes to visit family, friends and their local shops, as well as going to and from school and uni.

“Overall, it’s been a fantastic season of cycling, and all off the back of a long-term strategy that has seen cycling journeys in Auckland increase close to 400% over the last five years.

“The campaign leveraged Auckland-wide OOH billboard sites, bus sides, bus backs and social media over the summer months. Seen by 97% of all Aucklanders aged 18-49, it’s Auckland Transport’s most successful seasonal cycling activity to-date.

AT marketing manager Penny Batten said: “It’s really important for people to be inspired to consider bikes as a genuine mode of travel around their neighbourhoods as well as across our city.

“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.”

CREDITS

Client: Auckland Transport
Client Lead: Penny Batten
Agency: Federation
Photographer: Toaki Okano