Brompton, the London-born foldable bike company, wanted to make a splash in the US, starting with New York City. In just four weeks, we executed a campaign leveraging real New Yorkers that underscored the unique diversity of NYC cyclists and the distinctive and adaptable characteristics of Brompton bikes.
Service:
Art Direction, Campaigns, Content Strategy, Copy, Partnerships, Photography, Social Strategy, Talent Strategy + Management, Video.
Challenge
With an established and long-standing 45+ year reputation in the UK, the foldable bike company Brompton was looking to make a splash in the US, kicking off their initiatives with one of the nation’s biggest biking communities in time for National Bike Month.
Solution
Brompton approached us with an existing brand platform: “Go where others can’t,” but after a strategy and discovery workshop, we felt that it missed an NYC truth: the bikers are as diverse as the city itself. The data supports it—across the US cyclists are still white, male, and wealthy, but in New York: 32% of cyclists are white, 29% are Hispanic, 22% are Black and 13% are AAPI. They represent all backgrounds, and based on consumer research, an even wider array of interests.
We wanted to draw a parallel between the unique diversity of NYC cyclists, and the uniqueness of the bike to fit any of the 8 million ways to live here. The tongue-twister “Unique New York” was a no-brainer as a campaign platform.
The key to our success was integration grounded in a cohesive communications plan that was built around the many facets of the campaign. We strategically worked with a group of real New Yorkers who represented the diversity of the city to create UGC content on their Brompton, and leveraged them as our talent for a photoshoot production - which was also used in retail storefront design and stitched together in the campaign video. We crafted a complex media plan that spanned across social (TikTok, Instagram), digital and traditional OOH, and tied into the partnerships with Brooklyn Roasting Company, and Smorgasburg activations in Brooklyn. In just a few short weeks, we deployed Brompton’s largest US campaign that resonated with millions of New Yorkers.
Brompton
Campaign, 2022
Designer/Art Director
Ambassador Strategy
We brought together six iconic New York ambassadors across six different lifestyle spheres, who share one common attribute: a love of bikes.
The authentic connection to the city, and to the product, made it natural for them to co-create content about their New York bike journeys, which showed all of the different ways that Brompton can be a part of their lives here—and their own unique style.
The result was authentic content uniquely captured by each individual shared on their social platforms. Jeff Staple shared two posts around the design of the bike aligned with his followers and his interests, comedian Lauren Servideo shared a series of cheeky Instagram stories, and digital creator Kaiomi Innis shared her “day-in-the-life” content on TikTok which was a new platform for Brompton and acted as a successful test-and-learn.
The ambassadors strategically posted on the day the campaign launched, driving their followers to check out Brompton and the NYC campaign.
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Jeff Staple
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Lauren Servideo
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Roble Ali
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Taji Ameen
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Christina Andrew
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Kaiomi Innis
RETAIL STOREFRONT DESIGN
We helped Brompton bring the Unique New York campaign to life in their Brompton Junction store. In addition to retail posters featuring our ambassadors, we took this as an opportunity to speak to the unique size of a folded Brompton in terms that all New Yorkers understand: pizza.
