Revisiting Gold Hill: Creative campaign for Evans Cycles
Powering nostalgia to redefine electric bikes for a new generation
To position Evans Cycles as the leading authority in the UK’s electric bikes market, amidst negative perceptions of electric bikes (or e-bikes), we demonstrated their benefits while fostering a positive association with the brand to drive online and in-store sales. We revisited the famous Gold Hill, which you may recognise from the classic Hovis advert back in 1973, and created a nostalgia-driven campaign which generated a staggering 1.59 billion estimated readership of coverage.
What we did
Digital PR
Video Content
Creative Messaging
Integrated Content Strategy
The Results
0
Increase in Online Sales
0
Increase in Offline Sales
0
Return on Investment
The Challenge
With research suggesting that electric bikes were somewhat unknown to the general public or frowned upon by the cycling community, Evans Cycles needed a way to shift attitudes and stand out in a competitive market. To create a positive brand sentiment and increase Evans Cycles’ search rankings for e-bike related terms, our campaign used nostalgia to bring an electric future to life, all while delivering measurable sales growth.
Our Approach
"We pedalled all the way to Gold in the Retail category. A hugely prestigious award which now means the Hovis boy and his e-bike have two awards to stand alongside the results.”
