This striking campaign from Auckland Transport and FEDERATION is the latest work in a long-term strategy that has seen cycling journey numbers nearly quadruple in Auckland over the last 5 years.
Leveraging the insight that many Aucklanders tried cycling in their neighbourhoods for the first time during lockdown last year, Auckland Transport pivoted this summer’s cycling campaign to actively encourage regular, more purposeful ‘short commutes’ to the shops, Saturday sports, and even trips to the beach.
Says Tony Clewett, chief creative officer at FEDERATION: “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.”
Clewett, renowned for his behaviour-change smarts, continues: “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.”
Says Olly Boden, managing partner at FEDERATION: “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. 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 5 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.
Adds Penny Batten, manager marketing and integrated campaigns at Auckland Transport, “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.”