To get our fixie riders’ attention we did something that hadn’t been done before – we created a new media placement that targeted our cyclists through the very bikes they rode. We fashioned 6,000 of our own spoke cards and placed them in the spokes of the best-looking fixies across three European cities notorious for their cycling culture: Amsterdam, Paris and London.

Through the cultural device of spoke cards each of the 6,000 ambient media placements spoke the cyclists’ language, creating enough cut through and relevance to allow us to step directly into their world.

The spoke card introduced the Commuter range to the cyclists, directed them to the Levi’s site, and incentivised them to tweet a picture that expressed their passion for cycling with #weride.

The results proved that the relevancy of the creative execution and bespoke media placement paid off: the campaign generated a 23% response, the highest response rate to date for any Levi’s acquisition mailing.

Commuter also became a topic of conversation on Twitter, reaching over 900,000 people in Europe through the combination of entries and tweets about the #weride promotion. The gallery of bike images on the Commuter product page received 39,638 unique visits (that’s six times the number of cyclists initially targeted with the spoke card).