The Feel more, ride more campaign is part of the wider cycling programme aimed at making ‘urban cycling a safer and more attractive transport choice'. The cycling programme is tasked with increasing the number of trips made by bike.
The big challenge for this campaign is to motivate and encourage people to get around by bike more often for day to day trips (to the shops, library or commuting to work). We know that New Zealanders love their bikes as cycling has risen in popularity in the last decade. However, the growth in cycling has mostly occurred in the recreational space and has not transitioned to people choosing to use their bike for everyday trips. We want to encourage and motivate riders to use their bikes more often than they’re currently doing for everyday trips.
This campaign is aimed at people who live in Auckland, Hamilton, Tauranga, Wellington and Christchurch who already ride for recreational purposes but to a much lesser extent for everyday trips. Based on customer insights, we know these people enjoy riding because it makes them feel good. This is the insight the campaign is built on – that every rider experiences the ‘feel good’ factor in their own unique way. This is a very personal experience; the feelings are different for each individual and can change from one day to the next.
The aim of the campaign is to remind and motivate recreational riders who enjoy the ‘feel good’ factor, that they can experience these good feelings more often if they ride their bike more frequently for everyday trips.
The campaign aims to engage with the audience at a number of different opportunities:
Ultimately the goal is to get these people to choose the bike more frequently for utility trips around town.
The original campaign launched on 22 January 2017. Television and online advertising relaunched on 13 January 2019 along with online banners, radio advertising and out of home digital screens in universities, office buildings, gyms and supermarkets.