We created special edition labels for cyclist, this labels were coated in a reflective substance that helped the cyclist being seen under low light conditions.

The campaign aired on June 22 of 2017, it started with a live event in the Tintal Library, one of the agglomeration points for cyclist. During this event, we present the city our new label. This event was covered locally and nationally by papers and news channels.

The campaign continued for 2 weeks, in which we reinforce our message with a 360 campaign. The Pony Malta Reflective Labels edition was sold out and helped thousands of cyclists to been seeing in the dark.

Big part of our consumers uses the bicycle as their principal method of transportation, they usually leave their homes in the early morning and get back in the night, these two situations have low light, increasing their chances of being crashed by a car.

Despite of knowing the risk, they still ride without any reflective devices because of the price of them in Colombia. That’s why we transform our label in a way to engage our consumers and more importantly, to help them being seen in low light conditions.

-18.000.000 Colombians reached

-Reduction of accidents between cyclists and drivers by 13%

-Reflective Labels generated more than $ 300.000 in Free Press.

-The investment was just the 25% of the total PR generated

-The share of voice increased 175%

-Brand consideration increased 20%

-18% growth in sales