Christmas is no time for toys

Client: Evans Cycles
Campaign: Real Riders need Real Bikes

Ambition:

To become the go-to destination for kids bikes this Christmas (whilst depositioning our main hight street rival).

Thinking:

For a child, there’s no greater feeling than getting a bike at Christmas. However, most kid’s bikes are more like toys than bikes; frilly ribbons, novelty bells, garish designs, all of which amount to a bike that has either fallen to pieces or has lost the child’s attention before the stabilisers have come off.

We saw this as an opportunity. There are toy bikes, and then there are real bikes.

Idea:

REAL RIDERS NEED REAL BIKES

Evans Cycles only stock quality bikes. They’re sized correctly, not too heavy and safe to ride. Kids will be proud to ride them. And will want to keep riding them.

The campaign plays out across national press, digital and in Evans Cycles stores nationwide.

So if you want your kids to become real riders, get them a real bike this Christmas – evanscycles.com