Creative Brief – Promote cycling safety skills for all ages and abilities, using a quality assurance product from the New Zealand Transport Agency and ACC, the key audience being teachers, parents and adult learners.
Wayfinding informs people of their surroundings in both familiar and unfamiliar built environments. It is important to show information at strategic points to guide people in the right direction.
The Challenge – To develop a new name for this system as well as a product theme based on the new name. It was also important to develop a new look and feel to encourage bike riders to improve their skills and experience to bike for life. Children were targeted through the school curriculum and their parents and other adults were targeted through their communities.
The objective of the Bike Ready campaign was to improve the enjoyment of the ride for skilful, proficient riders by delivering a serious programme encouraging safe and responsible practice.
The Idea – Key words and phrases were tested across our target audiences through focus groups. Feedback confirmed the need for a brand name that didn’t polarise our intended audience and appealed to all ages and abilities.
BikeReady felt like everyday language which was informal and had a sense of fun as well as social awareness.
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