The bicycle signs on the road that mark bicycle lanes lack a symbol for light. We added the symbol by putting a glow-in-the-dark sticker (with the logo from Move) on the road. This way we have a great impact using a very small budget.

Move is the market leader in bicycle light equipment, but still has a limited budget. Since the campaign, sales increased by approximately 10% and over 50 bicycle outlets have requested to become Move dealers. With this ambient campaign we’ve received a lot of free-publicity. The media value that it generated is a lot bigger than their annual budget. As Move has had until now only a budget for a yearly brochure, this attention exceeded their marketing communication budget by far and gave exposure at a consumer level. For a low- (or no-)interest product it is nice to see that Move has started to become a real brand.