To raise brand awareness and show support for cyclists participating in the Pruential RideLondon Surrey 100 on behalf of the WWF as part of #TeamPanda. The WWF wanted create an eye-catching and memorable experiential marketing stunt in keeping with the spirit of the London FreeCycle event.
We worked alongside the WWF to coordinate a team of pandas on bikes for a day of activity at ‘the world’s premier mass-participation cycling event.’ Our costumed promotional staff completed a circuit of the FreeCycle route, stopping off at key festival sites along the way before wrapping things up with two hours of activity at Green Park. The project managers, Cameron and Marliese, oversaw the entirety of the campaign, from the initial creative concept to managing the activity on the day.
Over the course of eight hours our pandas covered ten miles of road spanning the heart of the capital, visiting Trafalgar Square, St Paul’s, Leadenhall Market and Tower Hill to take part in the festivities with the public. As well as providing countless photo opportunities, the team engaged in both planned and spontaneous activities on the ground in full costume. From the Pedal-powered juice bar to the Disco Shed, our pandas popped up everywhere, getting involved with everything from an impromptu beat boxing performance to the penny farthing try-out.
Whether busting a move at the Tower Hill Garden Party, being interviewed on the Main Stage big screen in Green Park, or cruising down the Mall, our furry cyclists were a memorable feature of hundreds of attendees FreeCycle experience.
Our video production team were on site throughout the day to capture the action, delivering a short documentary of the activity equally suited for use as content for the WWF’s archive or as marketing material.
- Highly visible presence created for the WWF at the UK’s largest cycling event, attended by 60,000 participants.
- 400+ interactions.
- 90 high quality photos for the WWF archive.
- One documentary video.
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