BRIEF 

Bike Club is a new subscription kids bike - 

where you exchange as they grow.  A new concept for the UK required a bold campaign to really establish a service that no one had ever heard of before or knew existed.

STRATEGY

Why Subscription over ownership? Position Bike Club as the solution to growth spurts so a parent would feel foolish to buy a kids bike ever again.

Big Idea: Never Buy A Kids Bike Again

How: We brought to life an actual growth spurt in TVC and a protest style OOH campaign.

EFFECTIVENESS