Santander Cycles, Spin Up
Have you ever fancied taking a spin class at the top of The Shard at sunrise? How about spinning over the River Thames at Tower Bridge? Well now is your chance – courtesy of Santander Cycles.
Our creative process
In 2015 Santander Cycles delivered ‘money can’t buy’ experiences with respected London partners driving awareness of Santander as London’s Cycle Sponsor from 55% to 67%. The second year of sponsorship sees a new approach, positioning Santander Cycles as a credible platform that can unlock London through a unique series of events.
Santander Cycles needed to demonstrate how easy the cycles scheme is to use, making the events fun and inclusive so anyone can take part and feel confident on the bikes.
Spin Up – an extraordinary series of spin classes that allow audiences to see London in a new light.
Partnering with Boom Cycles, the spin class experiences will take place at The Shard, Tower Bridge and Kensington Roof Gardens. As well as these events, there will be Spin Up classes at Transported by Design at the Regent Street Festival on 3 July and More London Festival at The Scoop from 17-20 August.
The campaign is supported by a comprehensive media plan including an influencers program that targets key audiences through lifestyle content.
Results will be measured at the end of the campaign.
"Spin Up is about having fun on a Santander Cycle at the same time as seeing London in a different light. It gives everyone an opportunity to gain confidence and to familiarise themselves with the Cycles in a relaxed environment. These spinning classes are a great example of the excitement we have brought to the scheme so far – giving people the chance to do things they simply could not experience in any other way."/ Keith Moor, Chief Marketing Officer at Santander