The Campaign

700Bike wants cycling to become an urban lifestyle fulfilling functions of commuting, sports and fashion in China. While economic prosperity and mass urbanization have boosted bicycle demand, urbanites prefer cars and public transportation for daily use. Sales of mountain bikes and multi-geared bikes are growing as bicycles are increasingly used for sport and leisure. Is there a future for the standard city bike? For a growing middle class pursuing a better quality of life, can they be persuaded to buy a new bike and a new lifestyle tied to it? Our communications objectives: • Enhance the brand’s positioning of positive living plus Internet mobile community • Raise the brand’s visibility beyond the circle of cycling enthusiasts • Reach Millennials and encourage them to participate, purchase, and evangelize the brand

Creative Execution

Our target audience of Millennials represents about 30% of the Chinese population. As the first generation to grow up with political stability, economic prosperity, and a growing digital connection with the rest of the world, they exhibit strong individual independence, embrace consumerism, strive to distinguish themselves from others, and seek recognition. Post-85 Millennials are especially a strong force in fashion consumption with more than 80% owning credit cards for the primary purpose of online shopping. As digital natives, they are also very demanding of technology, constantly searching for the latest gadget or innovations. Some 97% of Chinese Millennials own a smartphone, which fuels their ability to stay connected any time and everywhere. Our digital campaign creatively integrates the Internet Plus concept of diversifying traditional manufacturing businesses to the Internet with social networking and e-commerce, a difficult combination to get right yet critical in the fast-paced and demanding Chinese market.

-Make street bikes cool with cool people Identified Millennial role models of creativity from fields including film, art, music, sports to customize their own Backstreet MINI on the H5 site, and encouraged them to share their designs and experience on their networks. Ask them to interpret what Create! No Trivial Matter means to them and foster conversations around it. -Get others in on the cool Enlisted top 21 Weibo and WeChat accounts to popularize the H5 site. Encouraged consumers to share dream bikes across their social networks. Banners ads on JD Finance to direct online shoppers to the H5 site. Amplified coolness through targeted media relations, placed content on news portals and trendy sites. -Choose their coolest creations Invited consumers to vote for favorite Backstreet MINI bike on JD Finance, and encouraged to contribute funds towards production. The 10 most voted bikes would be manufactured and promoted around the world.

Chinese Millennials yearn to be part of something innovative and want brands to give them meaningful experiences to apply their creativity. With this insight, we designed a campaign that fostered innovation through inclusivity and gave our target audience the chance to create something together. Our crowd-creation campaign – “Create! No Trivial Matter” – was a rally cry for post-85 Chinese Millennials to design their dream bike on a H5 platform. Users were given tools to customize features on the Backstreet MINI bicycle. Finally, we offered to produce their customized bike through a crowd-funding program in partnership with JD Finance, the finance arm of leading online retailer Jingdong.com. As Millennials are dependent on their smartphones and social networks, our campaign focused on WeChat and Weibo as the communication channels to disseminate content and created the #Create! No Trivial Matter# hashtag to capture engagement activities.