Creative agency alt/shift/ has launched a new national brand campaign with 99 Bikes, extending its 2025 out-of-home brand work into a multi-channel push designed to keep the bike retailer top of mind with casual riders and gift buyers ahead of the holiday season.
The campaign, ‘We Know Riders,’ taps into a growth opportunity: whilst 99 Bikes is already a trusted choice amongst cyclists, there is room to build that same familiarity with commuters, casual and everyday riders, along with gift purchasers.
The creative brings to life 99 Bikes’ reputation for expert, judgement-free service. The spot follows staff members ‘testing’ all sorts of different rides, from a burly employee wobbling along on a child’s bike with a bow on the handlebars, to an espresso sipping, lycra wearing ‘weekend road warrior’ checking his tyre pressure.
Each scene reinforces the idea that no rider’s needs are ever overlooked by 99 Bikes.
The campaign will run as 30-second and 15-second TVCs across BVOD and SVOD from October on Netflix, Prime Video, Paramount+, 7plus, SBS On Demand, 10 Play, LG TV and Samsung TV Plus. It is supported by paid YouTube, an OOH campaign spanning transit, small and large-format billboards, and audio placements on Spotify, LiSTNR, iHeartRadio and Nova Podcasts.
“The brief for this campaign is really an anti-snob campaign in disguise. We wanted to show that 99 Bikes’ expertise isn’t about jargon or gatekeeping, it’s about genuinely understanding every single kind of rider, from the five-year-old getting her first bike to the commuter who just wants to get to work without a fuss,” said Rachael Mortimore, senior creative at alt/shift/.
“This has been one of the smoothest client-agency collaborations we’ve delivered. Strategic alignment from day one made all the difference and it shows up in the calibre of the work. We’re proud to be building on the momentum of last year’s out-of-home partnership with something even bigger,” said Priscilla Jeha, general manager at alt/shift/ Brisbane.
“We know our people are the reason customers keep coming back, so it made sense to build a campaign around exactly that. alt/shift/ found a way to make that feel fresh and funny rather than worthy, which is exactly the tone we wanted for this next chapter of the campaign,” said Jane Miles, brand marketing leader at 99 Bikes.
Credits:
CLIENT: Logan McEwan and Jane Miles
CREATIVE: Rachael Mortimore – alt/shift/
PRODUCTION: Jess Lucas – alt/shift/ (Producer/Director)
MEDIA: Scout Frontier
