The transition to sustainable transport is a particularly difficult issue for cities, which are struggling with increasing traffic congestion, lack of parking spaces, difficulties in financing public transport, air pollution and, of course, strong public pressure.
The road to a solution is almost certainly ‘paved with bikes’, which is why it may be particularly important for cities to have a good cycling identity, vision and communication.
Biciklin Szeged
The aim of designing the brand “Biciklin Szeged” was to create its own image, style and communication channels for the city of Szeged, which can provide a unified platform for local cycling-related news, information and awareness-raising campaigns.
Context
The transition to sustainable transport is a particularly difficult issue for cities, which are struggling with increasing traffic congestion, lack of parking spaces, difficulties in financing public transport, air pollution and, of course, strong public pressure. The road to a solution is almost certainly ‘paved with bikes’, which is why it may be particularly important for cities to have a good cycling identity, vision and communication.
Biciklin Szeged
The aim of designing the brand “Biciklin Szeged” was to create its own image, style and communication channels for the city of Szeged, which can provide a unified platform for local cycling-related news, information and awareness-raising campaigns.
Ekés András – Weekday morning
Strategy
Strategy
Communication activities have been planned around three objectives. We wanted to address road safety, so one part of the activities was aimed at cyclists and car drivers about general road safety principles, rules, and critical locations in the city. The second target area was awareness-raising, where the aim was to promote cycling and environmental awareness and to motivate people. We wanted to encourage behavior change within a group of people who rarely or never cycle, and we also wanted to be present and assist them in the steps of the change process.
We also wanted to focus a part of our materials on identity reinforcement – we wanted to motivate people who already cycle, and organize or offer activities that provide them with a sense of community. We also definitely wanted to connect them on social media platforms.
Based on these goals, we designed the different online and offline campaign elements, tailored to our target groups. Since we were developing completely new platforms, we paid particular attention to content production, which allowed us to supply these platforms with high-quality content adapted to our objectives.
Strategy
Communication activities have been planned around three objectives. We wanted to address road safety, so one part of the activities was aimed at cyclists and car drivers about general road safety principles, rules, and critical locations in the city. The second target area was awareness-raising, where the aim was to promote cycling and environmental awareness and to motivate people. We wanted to encourage behavior change within a group of people who rarely or never cycle, and we also wanted to be present and assist them in the steps of the change process.
We also wanted to focus a part of our materials on identity reinforcement – we wanted to motivate people who already cycle, and organize or offer activities that provide them with a sense of community. We also definitely wanted to connect them on social media platforms.
Based on these goals, we designed the different online and offline campaign elements, tailored to our target groups. Since we were developing completely new platforms, we paid particular attention to content production, which allowed us to supply these platforms with high-quality content adapted to our objectives.
Brand identity
We designed a simple and modern logo, using the city’s identity colors and landmarks. We also created different cycling characters, each representing a different cyclist lifestyle (the student cycling on the bridge, the athlete, the mother with her kid, coming from the market, and the cool modern citizen).
Brand identity
We designed a simple and modern logo, using the city’s identity colors and landmarks. We also created different cycling characters, each representing a different cyclist lifestyle (the student cycling on the bridge, the athlete, the mother with her kid, coming from the market, and the cool modern citizen).
We also created a website that could serve multiple purposes: we could use it in our campaign, and it could also be a platform where cyclists of the city find useful information. It contains a map, showing the current and planned cycling infrastructure in the city, all the bike racks, and also all the bike shops of the city.
We also created a website that could serve multiple purposes: we could use it in our campaign, and it could also be a platform where cyclists of the city find useful information. It contains a map, showing the current and planned cycling infrastructure in the city, all the bike racks, and also all the bike shops of the city.
Awareness raising activities
Awareness raising activities
Awareness raising activities
Tricky bike, pop-up display
When talking about the benefits of a bicycle, we tend to forget one important argument: riding a bike is fun! We wanted to remind people of that, so we took a tricky bike to a lot of city events: it has no handlebars, and can be steered by the coordinated pedaling of two people. We included road safety tests, some presents, and we could also have plenty of effective conversations with citizens.
Tricky bike, pop-up display
When talking about the benefits of a bicycle, we tend to forget one important argument: riding a bike is fun! We wanted to remind people of that, so we took a tricky bike to a lot of city events: it has no handlebars, and can be steered by the coordinated pedaling of two people. We included road safety tests, some presents, and we could also have plenty of effective conversations with citizens.
Videos
One of the most effective tools to reach people online: we made plenty of videos in the campaigns, and also used them to get followers on social media.
Videos
One of the most effective tools to reach people online: we made plenty of videos in the campaigns, and also used them to get followers on social media.
Cyclists of Szeged
We created a photoblog with portraits of local cyclists, accompanied by their stories, backgrounds, and their connection to cycling. We wanted to show the diversity of the cycling community and reduce prejudices.
Cyclists of Szeged
We created a photoblog with portraits of local cyclists, accompanied by their stories, backgrounds, and their connection to cycling. We wanted to show the diversity of the cycling community and reduce prejudices.
Social media
Many types of content were created during the campaigns; interesting facts, powerful messages were posted on Facebook and Instagram.
Social media
Many types of content were created during the campaigns; interesting facts, powerful messages were posted on Facebook and Instagram.
Giveaways
Giveaways on social media were effective and popular: participants actively promoted cycling, and we could also promote local brands and bike shops. We drew small and medium value service and shopping vouchers to be redeemed at local bike shops.
Giveaways
Giveaways on social media were effective and popular: participants actively promoted cycling, and we could also promote local brands and bike shops. We drew small and medium value service and shopping vouchers to be redeemed at local bike shops.
Why you don’t cycle
The website had a special landing page for non-cyclists: we collected all the excuses why people don’t cycle, and gave a witty answer to all of them. Some of these issues needed a longer explanation: we wrote articles on advice for things like buying a bike, maintenance, usual costs, cycling in the winter, and many more. We wanted to give all the possible information to support the beginning of a cycling lifestyle.
Why you don't cycle
The website had a special landing page for non-cyclists: we collected all the excuses why people don’t cycle, and gave a witty answer to all of them. Some of these issues needed a longer explanation: we wrote articles on advice for things like buying a bike, maintenance, usual costs, cycling in the winter, and many more. We wanted to give all the possible information to support the beginning of a cycling lifestyle.
Road safety
Road safety
Road safety
Videos
Some of our videos were specifically dedicated to road safety. Our most popular video – reaching more than 100,000 people organically – presented the most important facts about traffic rules in a funny way. We also produced a love story video on how to fix a flat tyre, or a video on small repairs that can be done at home.
Road safety
Videos
Some of our videos were specifically dedicated to road safety. Our most popular video – reaching more than 100,000 people organically – presented the most important facts about traffic rules in a funny way. We also produced a love story video on how to fix a flat tyre, or a video on small repairs that can be done at home.
Online content
On social media and on the website, we created several blog posts specifically related to road safety. We also created a page on the website, which summarizes the most important traffic rules and information for those who might not have a driving license.
Online content
On social media and on the website, we created several blog posts specifically related to road safety. We also created a page on the website, which summarizes the most important traffic rules and information for those who might not have a driving license.
Activities for cyclists
Activities for cyclists
Activities for cyclists
Bike repair-spot
This is a typically simple but great idea that is always well received, and last but not least, it doesn’t cost a lot.
Activities for cyclists
Bike repair-spot
This is a typically simple but great idea that is always well received, and last but not least, it doesn’t cost a lot.
Starter pack
We placed bike gift packs in most bike shops in the city, which were given to people who bought a new bike. This ‘starter pack’ included a cycling ID card, a gift badge, a reflective strip and a leaflet with a welcome message from the city and a website recommendation. This way, all new bike owners could be informed about the campaign and get tips on cycling in the city, to ensure they will use their new bike in the city a lot.
Starter pack
We placed bike gift packs in most bike shops in the city, which were given to people who bought a new bike. This ‘starter pack’ included a cycling ID card, a gift badge, a reflective strip and a leaflet with a welcome message from the city and a website recommendation. This way, all new bike owners could be informed about the campaign and get tips on cycling in the city, to ensure they will use their new bike in the city a lot.
Actually useful gifts, T-shirts
The brand got some new layers visually when we decided that we wanted to design gifts that would look good even in a street environment.
We asked young local artists to create an atmospheric picture on the theme “Szeged on a Bicycle”. The resulting works were finally used to produce T-shirts and canvas bags of high quality and design.
We distributed the gifts on city events, but mainly we cooperated with local bike shops, so they could give their customers free gifts after the purchase of a new bike or the renovation of an existing one.
Actually useful gifts, T-shirts
The brand got some new layers visually when we decided that we wanted to design gifts that would look good even in a street environment. We asked young local artists to create an atmospheric picture on the theme “Szeged on a Bicycle”. The resulting works were finally used to produce T-shirts and canvas bags of high quality and design. We distributed the gifts on city events, but mainly we cooperated with local bike shops, so they could give their customers free gifts after the purchase of a new bike or the renovation of an existing one.
Kedves Látogató! Tájékoztatjuk, hogy a honlap felhasználói élmény fokozásának érdekében sütiket alkalmazunk. A honlapunk használatával ön a tájékoztatásunkat tudomásul veszi.Elfogadom