Summer of Cycling
Summer of Cycling
Santander Cycles, Summer of Cycling
Working with Engine we launched Santander’s sponsorship of the capital’s TfL Cycle Scheme creating a series of ‘money can’t by’ experiences using Santander Cycles to unlock London.
Our creative process
Raise awareness of the Santander Cycles Scheme and how the new partnership with TfL has made the scheme easier and more rewarding for Londoners.
Like its banking proposition, Santander wanted to apply their ‘Simple, Personal, Fair’ philosophy to the Cycle Scheme to give users a more accessible, rewarding, and enjoyable experience.
Summer of Cycling – making cycling more fun and rewarding by unlocking unique experiences around London.
Santander Cycles partnered with some of London’s most iconic venues, attractions and organisations to create a series of events that could be experienced from the comfort of a Santander Cycle. From private sunrise cycle tours of ZSL London Zoo to wheeling around the Science Museum after hours, the events encouraged people to get on a bike and explore the capital.
This was supported by a full social campaign that engaged select blogger influencers and provoked social conversation around the campaign and the wider Cycle Scheme. An Instagram competition called ‘Summer Rides’ was also run to drive awareness of the events and reach a wider audience through online challenges and rewards that were unlocked by sharing photos using #SantanderCycles.
There were 5,896 entries to attend one of the Summer of Cycling events which generated over 75 million views across both traditional and digital media. 5.9 million impressions were through editorial coverage alone which included a prime time spot on ITV News.
“It’s the first time I’ve been on one of these bikes, and I’m definitely sold. What an amazing introduction to them.”/ The Evening Standard