Created as an integrated effort by J. Walter Thompson London, Mindshare, Worldwide, Hill+Knowlton Strategies and Geometry London the partnership aims to embrace communities nationwide with cycling
HSBC UK today announces the launch of an integrated campaign as part of its eight-year partnership deal with British Cycling, the largest cycling organisation in Britain.
Created as part of an integrated effort with Mindshare Worldwide, J. Walter Thompson London, Hill+Knowlton Strategies and Geometry London – forming Team Peloton for HSBC UK – the campaign aims to inspire two million people to get on their bikes by 2020 and make cycling the UK’s most popular activity and sport of choice.
The launch of the integrated campaign will see a commercial content partnership with RDF Television, the producers of Channel 4’s ‘The Secret Life of 4, 5 and 6 Year Olds’, a beautiful online film, branded content, a social campaign, and supporting in-branch creatives.
The campaign aims to unify people and communities and encourage them to take up, or return to, cycling and ensure that anyone, anywhere in the UK has the opportunity and inspiration to cycle: for travel, for fitness or for fun.
The integrated campaign will feature a cycling special made in the style of ‘The Secret Life of 4, 5 and 6 Year Olds’, which sees the children from the hit show discover the joys of cycling and remind the nation of the magic of learning to ride a bike for the first time.
‘The Secret Life of New Cyclists’ will air on the 7th July during the ad break of Gogglesprogs, the kids’ spinoff of Channel 4’s Gogglebox. Users on All 4 will receive an interactive ad unit that gives them the opportunity to watch a longer five minute hero piece. The video will also be available to view online at letsride.co.uk.
A hero online film created by J. Walter Thompson London, called ‘Life Cycle’ will also launch through VOD and HSBC social channels on the 10th July. Directed by Jesper Ericstam, the online film is aimed at connecting lapsed cyclists with what they loved about cycling to begin with. The video depicts the joys of cycling, including a boy riding the streets with his friends, a young man cycling his date home, to a father carrying his little girl across a bridge on the back of his bike.
Giles Morgan, HSBC Global Head of Sponsorship and Events said: “Drawing upon the combined resources and expertise of the group, we have brought together a perfectly formed peloton to help deliver the ambition of our partnership with British Cycling. The four agencies have demonstrated perceptive insight, skill and expertise to help us get two million people to get on their bikes.”
Julie Harrington, CEO of British Cycling said: “The partnership we have with HSBC UK is much more than just a sponsorship. More people cycling will lead to a healthier, greener and happier nation. Whether it’s the online film or ‘The Secret Life of New Cyclists’ special, we hope that they can serve as an inspiration – as well as reminder – that everyone can rediscover that feeling of getting on your bike for the first time.”
Joe Petyan, WPP’s teamHSBC lead said: “Just as HSBC inspires progress, cycling encourages rediscovery and creates joy. The content and the online film is a nostalgic display of the elation and wellbeing cycling brings to many lives. It tells the story of how this partnership completes the mission of both brands for a healthier and happier Britain with the aim of encouraging more people to rediscover that sense of freedom and adventure from cycling.”
Project name: 'The Secret Life of New Cyclists'
Client and Job Title: HSBC
Giles Morgan, Global Head of Sponsorship
Hamish Goulding, Head of Integrated Marketing Communications; Global Brand, Wealth & Sponsorships
Brief: HSBC UK & British Cycling Partnership Launch
Media agency: Mindshare
Head of Content & Partnerships: David Vincent
Partnerships Director: Adam Bone
Business Director: Jo Caisley
Account Manager: Sam Bradshaw
Media Planner: Josh Howdle-Fuller
Production Company: RDF Television
Project name: ‘Life Cycle’
Client and Job Title: HSBC
Giles Morgan, Global Head of Sponsorship
Hamish Goulding, Head of Integrated Marketing Communications; Global Brand, Wealth & Sponsorships
