|Title||HENG BIKE BUSINESS CARD|
|Brand||HENG BIKE SELL AND SERVICE BICYCLE SHOP|
|Product / Service||HENG BIKE SELL AND SERVICE BICYCLE SHOP|
|Category||A06. Promotional Items|
|Entrant||DENTSU (THAILAND) Bangkok, THAILAND|
|Entrant Company||DENTSU (THAILAND) Bangkok, THAILAND|
|Advertising Agency||DENTSU (THAILAND) Bangkok, THAILAND|
|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|
|Somdej Tongtuanton||Dentsu Thailand) Ltd.||Photographer|
|Sihanat Bunnag||Dentsu Thailand) Ltd.||Film Producer|
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.
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.
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.
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.