Heartwork: a creative campaign for Evans Cycles

Promoting a healthier commute and increasing brand visibility through a data-driven musical track

To promote the Cycle to Work scheme, a government initiative designed to make cycling a more appealing commuting option, we collaborated with Evans Cycles. Inspired by the heartbeats of UK cyclists, we crafted a unique musical track designed to showcase the health benefits of cycling while increasing awareness of the scheme and the Evans Cycles brand.

What we did

Music Promotion

Creative Messaging

Collaboration

The Results

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Increase in brand searches

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Increase in Ride to Work conversions

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Increase in social mentions

The Challenge

In most companies, the Cycle to Work Scheme often sees low participation rates, with a take-up rate between 2.5% and 10%. To inspire more commuters to embrace cycling, we needed to elevate the visibility of commuter cycling terms, spark greater interest in cycling as a practical and healthy commuting option, and drive increased participation in Evans Cycles’ Cycle to Work scheme.

Our Approach

To promote the Ride to Work scheme and highlight the health benefits of cycling, we created a unique collaboration between Evans Cycles, Paul Hartnoll of Orbital, and the British Heart Foundation. Together, we created a musical track derived from the heartbeat data of over 20,000 cycling commute journeys, supported by a suite of engaging content and assets hosted on the Evans Cycles website.

This innovative approach generated significant online and offline media coverage, including a feature on BBC Radio, while achieving a remarkable 10% increase in position 1 rankings in search engine results pages (SERPs).

Check out the video below.

"This was such a fun campaign to work on, especially collaborating with a creative genius like Paul. We created stand-out work that delivered incredible PR and SEO results and deservedly won awards!"

Richard Paul, Creative Director at Propellernet