The Brief

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. But how could HENG BIKE Shop, a bicycle and equipment retail store located just outside of Bangkok, raise awareness about this important fact as well as use this opportunity to create a meaningful connection with both existing and potential customers?

Creative Execution

Our business card managed to both highlight HENG BIKE’s best-known quality – excellent customer service – and introduce the shop as a responsible and innovative bicycle retailer. By joining the conversation about safety in biking, the shop was able to distinguish itself from other brands, demonstrating that it truly understands the heart of biking and cares about its customers.

Describe the creative solution to the brief/objective.

We came up with the idea “Care for your bike, care for your life” and created, from strong aluminum sheet, an innovative business card which becomes a pocket-sized chain wear indicator when unfolded. This tool allows bikers to easily check the chain themselves before a ride. The cards were hand-delivered to the potential customers: nearby households with bicycles, with our staff biking in cycling outfit and dropping the package in the mailbox. Additionally, our tools were distributed at the shop to maintain a positive connection with regular customers.

Results

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.