We all know the West of England is chock-full of incredibly talented agencies and individuals. To showcase the cream of their work, Creative Business News each month features the very best creative campaigns coming out of the region.
This month we highlight Bristol communications agency Purplefish’s attention-grabbing launch of innovative bike-sharing scheme YoBike in the city. 
Agency: Purplefish
Client: YoBike
Campaign: European launch of YoBike
YoBike is the largest app-based bike sharing scheme of its kind to hit the UK. Unlike existing cycling initiatives, these GPS-tracked city bikes do not require a docking station, which together with an integrated lock means that YoBikes are built for minimal hassle and maximum convenience. The YoBike app – which is free to download – allows cyclists to search ‘Uber-style’ for their nearest set of wheels, whilst an in-built QR code scanner within the app is the key to unlock the bike and signal the start of a ride.
From then on YoBikers can cycle for £1 an hour, £5 for 24 hours, or £39 for an annual commuter pass. Bristol-based communications agency Purplefish was tasked with developing an exciting multichannel campaign to support the launch of Bristol’s cycling revolution.
Objectives: 
- To launch the YoBike concept to Bristolians
- To stimulate trial of the concept through app downloads, registration and rides
- To boost the profile of the YoBike brand through media relations, experiential activation and social media campaigning
- To grab the attention of Bristolians and encourage them to incorporate YoBike into daily life, communicating the importance of cycling as an eco-friendly alternative to driving that can help to decrease the city’s traffic congestion.
Activity:
With an aim to get Bristolians #OnYoBike, Purplefish executed a fully integrated launch campaign that captured the interest of local residents and media alike. Journalists were invited to trial the YoBikes, which led to pre-launch features in The Bristol Post and Bristol 24/7.
A photocall in Millennium Square included Mayor of Bristol Marvin Rees whizzing round on two wheels for the ITV West Country cameras, and the scheme gained maximum exposure in a BBC Bristol breakfast interview of YoBike’s CEO Michael Qian.
A street team of Bristol-based students pedalled the city to spread the brand message; distributing YoBikes in coordination with scheduled bike drop-offs by YoBike’s Bristol team and assisting members of the public in their first ride. Purplefish maximised online interaction of YoBikers with a social media campaign offering those who tagged @YoBikeUK on Twitter, Instagram and Facebook £5 free bike credit. 
Results:
- Audience reach to date in excess of 1.5m
- 1,200 app downloads within first three days of launch
- 750 rides within first 48 hours
- 1,000 followers on social media within first six days of launch
- 300 YoBikes on the city’s streets within first five days
- Distribution of 8,000 flyers
- Instagram on competition on @IGersBristol to 16,000 followers
If you are involved in a creative project that you feel should feature as our Campaign of the Month, please submit a description of the work with images and accompanying material to info@creative-business.net
