ABUS - You Commute, We Salute

You Commute, We Salute

Brand

ABUS

The ask

Make ABUS’ urban locks and helmets the go-to choice for bike commuters.

Delivered record-setting 91% campaign watchability score.

Strategy

Commuters often don’t identify as cyclists, which means they can’t be reached by the usual endemic cycling media. To reach them, we swapped preaching to the choir for targeted campaign buys in mass media, with messages that engage with commuters' shared experiences.

Strategy
Product Campaign
Advertising

Solution

How you move through a city by bike completely changes the experience. Each campaign execution was an opportunity for us to position ABUS as the brand that enables this lifestyle, by keeping peoples' bikes and brains safe.

Interactive
Video
Meta Suite Social Media
Print

Unlock the grid

The North American grid-based road system is easy to navigate, but inefficient to move through. Unless you go by bike. With a fresh perspective, we exposed how ABUS frees bike commuters from the confines of the grid.

The smartest scream

To illustrate ABUS 770A smartlock’s Bluetooth intelligence and 100db alarm, we got the world’s iconic historical geniuses to scream out loud. Thanks for the pipes Einstein, Cleopatra, and Tesla.

Thinking like thieves

Thieves know that ABUS locks are hard to defeat. So much so, that when they see an ABUS lock, they often opt for another bike. This campaign brings this truth to life in the most visually arresting way.

Impact

We delivered 4 high-performing campaigns with above-average clickthrough in paid media.