New Zealand’s government has launched a joyful, upbeat campaign to get people on bikes. The NZ Transport Agency’s ‘Feel More, Ride More’ campaign is the first stage of a three-year programme to encourage more people to take up cycling for everyday use.
The campaign – produced for the transport authority by Clemenger BBDO – comprises posters and TV ads, and runs until June.
NZ Transport Agency’s senior advertising advisor Victoria Slade said: "Research told us people find excuses not to use their bikes for day to day trips. It’s raining, there are limited places to chain my bike and they’re put by getting a little sweaty. We needed more people to get over these barriers and use their bikes more often for commuter and day to day trips."
She added: "Based on customer insights, we know these people enjoy riding because it makes them feel good. This is the insight that the campaign is built on – that every rider experiences the ‘feel good’ factor in their own unique way. It is a very personal experience and therefore the feelings are different for every individual and can change from one day to the next."