Halfords: Campaign Creative
Serious cyclists don’t buy hype. So instead of telling them Halfords had great premium bikes, we put the product front and centre and let them judge for themselves.
Halfords wanted to change perceptions among serious cyclists and build credibility in premium performance bikes.
That’s a tough audience to impress. Specs are scrutinised, performance matters and marketing claims only get you so far.
So we didn’t make bigger claims.
We created Spectacular - a campaign built around the bikes’ incredible spec, designed to make them impossible to ignore. Striking product imagery, confident communications and razor-sharp targeting put the quality, performance and value of the range in front of the riders most likely to care.
Across PR, social, influencers, search and digital advertising, we teased, surprised and gave serious cyclists the chance to make up their own minds.
The results were pretty spectacular too: 213 pieces of PR coverage, 175m PR impressions, 43m social impressions and 148k clicks, alongside more than 36,000 premium bike views and £1.01m in revenue.
Just as importantly, the campaign proved Halfords could compete credibly in the premium performance space - opening up a significant new growth opportunity for one of cycling’s biggest mass-market retailers.
Sometimes the best way to change perceptions isn’t to say more. It’s to show people something worth noticing.