Evans Cycles' ‘Odd Ones’ summer campaign has won the Retail Week Enterprise Award for Marketing/ Advertising Campaign of the Year.
The campaign launched in June and ran for eight weeks with press and TV advertising, capitalising on the Tour de France starting in Yorkshire. The campaign focused on encouraging cyclists to take a test ride and the message paid dividends with 600 more test rides carried out at Evans Cycles stores across the country during the period.
Developed with creative agency Antidote, the campaign looked to engage with cycling enthusiasts by tapping into quirks cyclists can relate to, for example, “We buy rock hard saddles and then wear padded shorts,” and a glimpse of Sir Chris Hoy in the bath shaving his legs, ending with the tag line “We’re for the Odd Ones.”
It's the second year that Evans have won the award.
Evans Cycles marketing director James Backhouse said: “We are honoured to have won this award for the second year running. The reception for the Odd Ones campaign from our customers and Evans Cycles colleagues was just fantastic, and the award is just the icing on this cake. Working with Sir Chris Hoy on the advert was a lot of fun and we are privileged to work with someone so closely identified with all that’s great about cycling.”
According to Evans, the campaign was a resounding success, generating a positive ROI and a double-digit percentage increase in sales versus the same campaign period year-on-year.
Take a look at the video yourself: