As an innovator of dockless bike sharing via a downloadable app, ofo is revolutionising the way we travel. Having built a global network with over 10 million bikes in 12 countries, the multi billion dollar-funded bike-sharing scheme was setting up to officially launch its UK operations. The District were approached to develop a multi-media campaign to educate consumers and establish the brand across a number of UK cities, but due to the enormous success of the launch, elements of the campaign have been picked up for global usage.
The challenge posed was to educate a marketplace which associated bike sharing with a decade old failed Cambridge scheme and the more recent, but ultimately inconvenient, Boris Bikes in London. Our charge was to change people’s attitude. To get people recognising the bikes, downloading the app and trying them out.
We looked at ofo's global messaging and distilled it down into two primary messages: that bike sharing provides freedom and that the service is simple to use. We devised a campaign titled 'Go', a word that marries the freedom and simplicity of application in an easy to digest format. We crafted a number of campaign lines, tied together by the word 'Go' to form a consistent platform. 'Download. Unlock. Go.' was a key line, appearing on billboards, adverts and social media.
Over six weeks, we created a range of out of home, print and digital advertising assets, animated social media campaigns, bike and hub signage, freshers week merchandise and we conceived and executed a launch event for press, councillors and prominent influencers. Goodies and merchandise promoted brand awareness whilst maintaining a relationship with the primary message: 'Go ofo'. And where extra information was needed, websites, social media and flyers maintained the central idea of 'Go' but branched into more words to convey specific messages: go share, go explore, go shop...
Since its launch, the campaign has delivered nationwide engagement and awareness, it continues to expand across the UK, and elements of the campaign have been elevated to a global level. In the face of big budget competition, The District have launched a revolutionary new service delivering an ambitious campaign with globally recognised results.