Fat Lad At The Back - Time To Change Gear.
How do you get non-cyclists to ride in their Sunday best?
The non-cyclist is an often over-looked (and very large) chunk of the cycling category. It's the bit that the likes of Rapha are quite happy to ignore because it's not 'elite'. Ergh.
Insight
It’s not the cyclist who’s letting the side down, it’s often their bike gear. And that’s a problem.
Our idea
Constantly pulling down a jersey to cover their arse, chaffing nipples and sore wotsits… these aren’t the things encouraging someone to jump on their bike. It’s time to change gear.
Fame
The campaign created a 135% increase in web traffic to the Fat Lad website (compared to YoY). So not only did all the sales numbers go up, so did social engagement and their newsletter sign ups. Lovely jubbly.
Famous brands sell more, more often to more people. We* make brands burn brighter than ever before.
* That's Mellor&Smith, not the royal 'we'.