The Campaign

Our task was to promote an innovative and cost effective electric bike in the market. The idea of an electric bike was fairly new in India. The idea of a bike that doesn’t need petrol was promising. When we think of an electric bike we think of a greener and cleaner future. But every electric bike tends to claim it. What we needed was a completely new proposition that will make the brand a cult, an icon and a motive for a better future. The fact that the bike requires no petrol became the basis of our idea. What will happen if there is no requirement of petrol anymore? The answer was right in front of us – NO FUEL, NO WAR

Success of the Campaign

The unique 360 campaign for the fuel less bike was appreciated by the consumers. The unconventional advertising caught a lot of eyeballs. The ambient ideas were an instant hit, and lead to word of mouth advertising. The viral ads had over 2000 hits in the first week.Overall, the campaign was a head turner and lead to 15% increase in walk-ins for test rides.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Yo bykes - The 360 campaign idea The fact that the bike requires no petrol became the basis of our idea. What will happen if there is no more requirement of petrol? The answer: NO FUEL, NO WAR. NO FUEL, NO WAR: IN PRINT If the soldiers were not fighting wars, what would they possibly do in combat zones? Take a look. NO FUEL, NO WAR: ON THE NET On the Internet we uploaded viral videos of Iraqi and American soldiers fooling around and trying to outdo each other in silly competitions. NO FUEL, NO WAR: OUTDOOR Our ambient ideas took the idea further up the notch. In parks and public spaces we erected life-size bronze sculptures of soldiers a la war heroes. We then introduced a series of merchandise that was made with their now worthless accessories.