BikeExchange launches first global brand campaign via Saatchi & Saatchi

21 November 2018

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BikeExchange cements and celebrates its position as the world’s online bike marketplace in new campaign.

BikeExchange, the world’s largest online bike marketplace, has launched its first global brand campaign via Saatchi & Saatchi Melbourne. 

The new campaign, ‘Where the World Rides’, is led by a new brand film that highlights the passion of cyclists from all over the world and how BikeExchange makes it easy for people to buy, sell and keep up to date with the latest cycling reviews and trends.  

Saatchi & Saatchi Melbourne won the BikeExchange account and was appointed its global hub agency.

The new brand positioning is aimed at supporting the bike retail member base and driving consumer awareness and understanding of BikeExchange.  

The launch of film coincides with the release of new technology product innovations, designed to better connect cycling retailers and brands with millions of bike enthusiasts from around the world. 

“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,” said BikeExchange global CEO Mark Watkin, who joined the business from BWM Dentsu in 2017.

“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 executive creative director 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.”

The campaign was launched digitally yesterday in all ten markets – Australia, New Zealand, USA, Germany, Netherlands, Belgium, UK, Ireland, Colombia and Canada –and in four languages – English, German, Dutch and Spanish.

Initially digitally focussed, the campaign is planned to move to broadcast in 2019.

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