Bosch

eBike Broadcast Campaign

Brief

To capitalise on the strong growth in the eBike sector following widespread social change during the pandemic and increase awareness of Bosch eBike Systems as a major brand and leader in this market.

Insight

We knew that anecdotes alone wouldn’t be powerful enough to truly grab the attention on the mainstream broadcast and print media. We needed to capture quantitative insights from real urban bike riders, from which we could craft compelling and valuable media pitches.

Solution

We delivered a UK-wide ‘thought leadership’ PR campaign rooted in research, positioning Bosch eBike Systems as a national authority on e-biking and active travel to the general public.

Experience

SHIFT developed a quantitative research paper detailing the key trends in e-biking, views of cyclists, commuters and the wider public on all aspects of e-bikes. Consolidating the most newsworthy angles from the research, the SHIFT PR team leveraged the ‘hard news’ agenda by releasing on ‘Clean Air Day’. This deliver extensive broadcast coverage on launch day via a series of radio news packages and live interviews. Bolstering the outreach further, a comprehensive media pitch to all national transport editors, environmental correspondents and news desks ensured the story was received and syndicated by key opinion formers on the day of release.

Results

The hybrid campaign delivered nationwide publicity for the brand, with 326 pieces of coverage achieved across broadcast and written media, reaching a combined UK audience of over 11 million. Coverage successfully supported Bosch e-Bike Systems’ position as the authority in the eBike space, delivering cut-through in all nation wide editorial coverage.