The world’s largest online bike marketplace, BikeExchange, has launched its first global brand campaign today to unify the business across 10 markets around the world.
The new campaign, ‘Where the world rides’, is led by a new brand film and has been developed in partnership with creative agency Saatchi & Saatchi Melbourne after its appointment as the global hub agency for BikeExchange.
The campaign highlights the passion of cyclists from all over the world and how BikeExchange, as a marketplace, makes it easy for people to buy, sell and keep up to date with the latest cycling reviews and trends.
The new brand positioning is aimed at supporting the bike retail member base and driving consumer awareness and understanding of BikeExchange.
The campaign will be launched digitally in all 10 markets and in four languages – English, German, Dutch and Spanish.
The launch of ‘Where the world rides’ coincides with the release of new technology product innovations that are designed to better connect cycling retailers and brands with millions of bike enthusiasts from around the world.
The new technology products now available on BikeExchange include webstores, enhanced data and insights on consumer usage, third-party partnerships and multistore connectivity.
BikeExchange global CEO Mark Watkin said: “Cycling is much more than a sport or a hobby. It’s a passion shared by millions of people from all over the world.
“Our marketplace group already attracts 34 million users a year and drives more than $500 million in enquiries for our more than 2,000 retail customers around the world.
“With the global cycling market expected to be worth $80 billion by 2026, we’ve invested significantly in new technology product innovations that will help make it easier for cycling consumers and cycling retailers to connect, sell and buy.
“BikeExchange’s success is seeing the success of our retail members and brands connecting with consumers.
“Importantly, our business model recognises that cyclists will spend significant time when researching and shortlisting bikes and new technology products on our platform, before going in-store to buy from our retail partners.
“We want to make the choice as easy as possible.
“Our platform gives retailers detailed insights about consumer preferences and behaviours, that allows them to provide this value-added service.
“For example, our research shows that someone who buys a new road bike will spend an additional thirty percent with our retail partners in the following 12-18 months.
“BikeExchange is all about fuelling the passion of cycling by making it easier for people in Australia, and around the world, to buy and sell.
“The ‘Where the world rides’ campaign and our new technology suite are all aimed at supporting our retail partners so they can connect to millions of cycling lovers and potential customers around the world,” Watkin said.
Saatchi & Saatchi Melbourne ECD Simon Bagnasco said: “BikeExchange has an incredibly innovative platform and service.
“They’re genuinely bringing something unique to cyclists and retailers all over the world. We’re proud to now be on their journey.”
Global CEO: Mark Watkin
Brand and campaign manager: Amy Williams
Agency: Saatchi & Saatchi Melbourne
Chief creative officer: Mike Spirkovski
Executive creative director: Simon Bagnasco
Executive planning director: Alex Speakman
Creative director: Lee Sunter
Copywriter: Samantha Alexandre
Art director: Santi Urso
Senior business director: Adam Brami
Senior producer: Lucy Trengove
Producers: Chris Moore and Maria Borowski
Production company: The Sweetshop
Director: Alexander Brown
Director of production: Max Walter
Producer: Zena Bartlett
Executive producer: Loren Bradley
Managing director: Edward Pontifex
Editor: Jess Mustacio
Post-production company: The Editors
Post-producer: Charlotte Griffiths