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The launch campaign and online shop for Kestrel's first commuter bike, sold complete with lights, fenders and a lock.

Launch campaign, e-commerce site

The problem

A new brand with no ad budget to speak of, launching a £890 bike into a market full of cheaper and flashier names.

What we did

We sold the idea that there's nothing else to buy. Short, loud posters around Bristol's cycle routes pointed to a shop where the bike, the kit and delivery fit on one page.

Draft to final

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Draft 03Final

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Results

9 days

to sell out 600 bikes

2,100

on the waiting list

4.1%

shop conversion rate

The first run of 600 bikes sold out in nine days. The waiting list for the second run passed 2,100 names before it was announced.

We printed 300 posters and sold 600 bikes. I still don't fully understand how.

Ed Marsh, founder, Kestrel Cycles

Credits

Creative direction: Tom Achterberg Copy: Joon Park Design: Lior Katz Development: Ravi Menon

The problem

The problem

What we did

What we did

Draft to final

Results

Tessel Bank