Objective

Santander Cycles wanted to promote how simple it is to rent a bike. How can we tell potential cyclists that they can hire for just £2 through the easy to use Santander Cycles app?

Concept

Identifying our audiences interests (sport, food and fashion) we worked with social influencers AJ Odudu (@ajodudu), Ellie Adams (@ellenextdoor), and John Quilter (@foodbusker) to tell our story.

They took us on a tour, sharing their favourite places in London and were surprised with cameos from longstanding brand ambassadors Jessica Ennis-Hill and Jenson Button.

We then used social and online to give bespoke cycle routes tailored to our audiences interests.

The campaign included DOOH, VOD, Social and various print media.

Results

Inspired Londoners to get on a bike during the summer and explore their city further.

From launch in 2017, Londoners are still Unlocking their London today.