Campaign Media Awards 2020: Travel & Leisure

Campaign Media Awards 2020: Travel & Leisure

WINNER
Dentsu Aegis Network Manchester for Halfords and Carat

“Did you know that some prisoners spend more time outside than our kids…?” This was the universal human insight Halfords leveraged to drive mass-migration from sofa to saddle, from Netflix and Fornite, to the parks and cycle paths of the UK, getting more than 16,000 families back on their bikes and cycling 3.4 million miles in the process.

Sales of cycles and accessories were suffering long-term declining sales and the British summer could no longer be relied upon to deliver enough uptick in cycle-related sales. With goals to reignite a love for cycling and help families spend more time together outdoors, ‘Ride more to get more’ was born. Using a combination of traditional and technological partners, Mail Metro Media, Global, and Strava, Halfords leveraged content with stunning visuals, guides and tips, alongside Heart weekend sponsorship to make Halfords part of the national conversation.

The brand launched ‘Pledge to Pedal’ and used Strava tracking data to create the Discovery Hub so families could track progress and be inspired by others. Three ‘Pedal in the Park’ events were organised, cementing Halfords as an enabler of great family days out. All those who Pledged were rewarded with prizes and discounts. Three quarters (76%) of those asked said the campaign inspired them to adopt a more active family lifestyle through cycling.

FINALISTS
Bauer Media for Tourism New Zealand, Magic Radio and Absolute Radio
Goodstuff for The Gym Group
the7stars for Ancestry
Wavemaker and Ogilvy for British Airways

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