Edmonton Bicycle Commuters' Society conducts Ding Ding campaign
By Adnews Staff
Not-for-profit organization the Edmonton Bicycle Commuters' Society has begun a new campaign called "Ding Ding," intended to encourage city residents to ride bicycles. The campaign, developed by DDB Canada of Edmonton, consists of print and radio ads, posters, bicycle-based mobile billboards, a website at <http://www.dingding.ca> and other collateral materials. The creative is intended to resemble ads for a dating service, using copy such as "You bring the chain, I'll bring the oil." The website makes use of the same theme, presenting itself as an online dating site at which visitors can look for a bicycle that would be a good match for them. The campaign will run through the fall. "We're reaching out to people who haven't adopted cycling into their lives and we're doing so in a way that's turning heads," said Anna Vesala, executive director of Edmonton Bicycle Commuters. "Normally we do more grassroots promotion, so we're excited to launch our first big campaign and to be working with DDB Canada. We're happy that it's such a cheeky, fun idea that will raise awareness about EBC and also result in lonely bicycles finding their perfect mate."