Wybieramrower.org Campaign
Type: Integrated marketing campaign for the Municipality of Wrocław
Concept: Bikes could hold the answer to many issues troubling modern cities. If only more people decided to cycle to work, instead of driving... With that assumption in mind, Kocham Wrocław, wybieram rower campaign was created to encourage the people of Wroclaw to choose bikes in everyday commuting. Managing budget of over €30,000, working in a team of over 25 members for almost a year, we focused on education and presenting cycling as the easiest way to roam the city. To do so, we created a safe cycling training scheme, published an e-book and numerous resources available from the wybieramrower.org website. We also organised numerous happenings and contests, ran extensive public and media relations, invested in outdoor and radio advertising, as well as engaged in social media.
My role: Concept development and planning, managing budget and stakeholders, creative direction, content and communications strategy, radio script writing, general coordination and training the team.
Partners included, among others: European Commission, the City Council of Wrocław, Nextbike - the Public Bike Sharing System, iBombo - public bike repair stations, Mactronic, Radio Wrocław, Radio RAM, New Horizons Cinema and many more.
This campaign got nominated to the finals of the Best Social Marketing Campaigns Contest in Poland in 2015. //
Campaign in numbers: a summary
Key elements of campaign:
1. Creation of a comprehensive guide to urban cycling (e-book and print publication) & 100 sessions of one-on-one tuition on safe riding in traffic:
2. Creation of a content and media-rich website, full of features, blogs and guides. It was accompanied with a 21-day email drip aimed at encouraging to stick to the habit of everyday cycling. Content funnel was further optimised and promoted with SEM activities:
Homepage of wybieramrower.org
Sign-up page for the one-on-one classes of safe bike riding in traffic
One of messages in our 21-day email drip, full of tips, ideas and suggestions
3. Coordination of the first European Cycling Challenge in Wrocław, within weeks engaging almost 100 companies, a dozen of universities, in total encouraging nearly 4000 participants. Together they tracked 334 462 km, getting Wrocław the second place in Europe!
4. Production of a promo clip, viewed over 13k times during the campaign:
5. Building strong social media presence (going from scratch to almost 4k active followers within weeks!). The profile is now successfully continued:
6. Intensive public and media relations (over 200 publications in local and nationwide media!), presence at all related city events:
Watch full footage on the website of TVN, one of the most popular Polish national broadcasters
Opening the expanded City Bike System, together with the Head of European Commission in Wrocław, the Mayor of Wrocław, and the Nextbike CEO, 28 April 2015
Our campaign got attention of media from other regions of Poland too! Read full text here.
Bike Gala: awarding the winners of the European Cycling Challenge in Wrocław
7. A series of upbeat and surprising events in public space of Wrocław, which also gained us some media exposure:
Stylish Cyclist Parade to celebrate the Day of Europe 2015. See all pictures in the gallery
Jeżdżę rowerem, nie jeżdżę chodnikiem - happening encouraging correct usage of cycling infrastructure / photo: S. Domańska
8. Outdoor & ambient advertising, including ads in public transport, citylights, billboards, and contextual messages on the city's traffic information system (ITS):
Examples of messages on city traffic information system. In total, it included 10 different slogans, all promoting the site wybieramrower.org
One of 10 different projects of citylights.
Example of 10 different designs of ads placed in public transport in Wrocław
9. Advertising in local radio stations, incl. sponsoring of a traffic information service and 2 spot campaigns:
10. Multiples cycling-related competitions in the regional media, including the first ever Contest for the Wrocław Cyclist of 2015 and a subsequent open photography exhibition in the Market Square of Wrocław:
11. Production of campaign merchandise, later used as gifts and prizes in contests:
Photo: S. Domańska
12. Creation and distribution of campaign posters in public schools of Wrocław, universities, companies, partners etc.
