Tidal
A launch campaign for an independent electric bike maker, built around one idea.
This is an illustrative concept, not a client project. Tidal and every company, person and figure shown are fictional.
Ridethetide.
TIDAL E-BIKES
Notthetraffic.
TIDAL E-BIKES
Testridefree.
TIDAL E-BIKES
Tidal is a fictional brand created for this concept.
The challenge
Picture an independent maker of electric bikes launching in a market dominated by big names. The bikes are better made, but nobody has heard of them.
The launch needs to be noticed in a city full of noise, on a modest budget.
The idea
One line carries the campaign: "Ride the tide, not the traffic." It turns commuting into something you choose, not something you endure.
Bold colour fields and huge type make every poster readable from across the street, and the same system scales down to social, stickers and the bikes themselves.
What it includes
- One line
- A single thought that every piece repeats and builds on.
- Street posters
- Readable at a glance, from a moving bus.
- Social series
- Short films of real routes, made for each platform.
- Launch rides
- Group rides that turn customers into the campaign.
- Partnerships
- Local cafés and workplaces as stops on the route.
- Measurement
- Reach, recall and test-ride bookings, tracked weekly.
How we would approach it
- Audience research to find where commuters notice brands, and when.
- A campaign idea tested with real riders before any media is bought.
- A phased launch: tease, reveal, then rides and partnerships to sustain it.
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