HENG BIKE BUSINESS CARD

TitleHENG BIKE BUSINESS CARD
BrandHENG BIKE SELL AND SERVICE BICYCLE SHOP
Product / ServiceHENG BIKE SELL AND SERVICE BICYCLE SHOP
CategoryA06. Promotional Items
EntrantDENTSU (THAILAND) Bangkok, THAILAND
Entrant Company DENTSU (THAILAND) Bangkok, THAILAND
Advertising Agency DENTSU (THAILAND) Bangkok, THAILAND

Credits

Name Company Position
Nisa Mujjalintrakool Dentsu Thailand) Ltd. Executive Creative Director
Adul Bornvornsrisakul Dentsu Thailand) Ltd. Deputy To Executive Creative Director
Peabporn Prayudthanakul Dentsu Thailand) Ltd. Creative Director
Wutichai Chaometeewut Dentsu Thailand) Ltd. Creative Group Head
Sira Srisuparat Dentsu Thailand) Ltd. Copywriter
Akk Phapongskasem Dentsu Thailand) Ltd. Assistant Creative Director
Uraiwan Pongthavornsawat Dentsu Thailand) Ltd. Copywriter
Yuppadee Thongprasert Dentsu Thailand) Ltd. Senior Still Photo Producer
Yanyong Mangkornpunt Photographer
Theera Tananuphan Photographer
Somdej Tongtuanton Dentsu Thailand) Ltd. Photographer
Sihanat Bunnag Dentsu Thailand) Ltd. Film Producer

Brief Explanation

To help HENG BIKE connect with a recently-emerged group of bicycle enthusiasts and maintain a relationship with its old customers, we decided to reposition the brand as a responsible and innovative bicycle retailer.

The Brief

HENG BIKE Shop, a long-established bicycle and equipment retail store located just outside of Bangkok, asked us to come up with a campaign that would make a lasting first impression and boost its brand appeal among existing customers.

How the final design was conceived

Thailand’s bad traffic had made over 400,000 people turn to bicycles. Yet among these bikers, not many know that their bicycle chain needs a regular checkup because if the chain is worn out, it can lead to serious accidents. Being known for excellent customer service, it is ideal for HENG BIKE to join the conversation. So we launched an awareness campaign. The concept: care for your bike, care for your life. We created, from strong aluminum sheet, a business card that becomes a pocket-sized chain wear indicator when unfolded.

Indication of how successful the outcome was in the market

Our beautifully-designed tool was sent out to both potential and regular customers. The campaign was a great success, with 40% increase in brand recognition and 30% increase in new customers. We also found 55% decrease in bike accidents in the neighborhood. HENG BIKE brand managed to cut through the clutter. Its message was heard loud and clear.