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Evans Cycles

Return to Gold Hill

By recreating Britain’s favourite advert – Sir Ridley Scott’s 1973 Hovis ad – Evans Cycles demonstrated how an e-bike could help the original ‘boy on a bike’ conquer the famous Gold Hill.

 

The challenge

To boost Evans Cycles’ reputation in the growing electric bike (e-bike) market and drive e-bike sales.

Insight

We knew that Electric bikes (e-bikes) represent a growing part of the UK market for bicycles but remain relatively unknown, despite helping cyclists go further, faster.

We used AudienceView data and qualitative insight to identify the ‘carless commuters’ audience, and built out a campaign designed to appeal to their profiles using nostalgia for the past to bring to life the electric future.

Approach

By recreating Britain’s favourite advert – Sir Ridley Scott’s 1973 Hovis ad – we demonstrated how an e-bike could help the original ‘boy on a bike’ Carl Barlow (now 58 and retired) to conquer the famous cobbles of Gold Hill.

We surveyed non-cycling commuters about their travel pain points to provide Evans with the perfect news hook to go alongside the Gold Hill video and launch to the national, regional, cycling and lifestyle press.

We also created an e-bike hub on the Evans website incorporating buying guides and FAQs to help people select the right e-bike for them, as well as a range of e-bike-related content to increase our authority and visibility for e-bike related terms.

A partnership with Hovis further helped us to bring our idea to life.

Impact

Double online e-bike revenue within the first month, delivering an online ROI of 3.9 so far with the offline revenue uplift still being calculated.

Key position increases include:

So far, the campaign has earned 39 pieces of coverage, with an average domain authority of 57 and 1.34 million estimated coverage views.

Print coverage also appeared in newspapers including The Daily Mail, The Sun, The Guardian, and The Daily Express.

A Facebook paid push was used around the hero video, with strong results including 293,000 views, 3.1k likes and 1.7k shares. Two thirds of the audience was organic, and the cost per view was only 0.02p – showing the high levels of engagement with the piece.