The Bike Whisperer of Halfords
Halfords has a well-stocked YouTube channel delivering lots of handy, educational video content about cycling, car maintenance and touring – any topic concerned with a life on the move. But this year, with rising levels of interest in cycling brought about by the Tour de France in Yorkshire and the Commonwealth Games, Halfords wanted to drive greater discovery of the brand and build awareness of its top line offer in cycling amongst audiences not directly researching a bike purchase or motoring advice. So Halfords wanted something a little different…
To entertain and show potential customers an alternative side of the brand, Red Bee wrote and shot a series of films for Halfords that tell the story of The Bike Whisperer – a man with special bike-healing powers, played by stand-up comedian Tony Law. His unconventional psychological and spiritual methods are used for those bikes that might have had traumatic physical or mental experiences. By shooting in a documentary style with real customers in-store the films are an unorthodox and amusing way of dramatising the dedication and knowledge of the Halfords staff, and the expertise and care with which Halfords handles its bikes and customers.
Tricia Owen-Williams, Head of Customer Experience, Halfords: “Our brief to Red Bee was that we wanted Halfords to be truly famous for video, and we firmly believe that the Bike Whisperer will take us well on the way to achieving that. As soon as they pitched the idea we were sold. It represents our brand and our passion for cycling perfectly, at the same time as having a tongue in cheek, incredibly funny style that will make all our viewers laugh.”
The series was shortlisted and commended in the Branded Content category of the Marketing Society’s Excellence Awards. It ahcived over 800,000 views, with 1 in 2 views earned. It also boosted subscriptions to Halfords YouTube channel by 25% and during the height of the campaign Halfords enjoyed a 13.7% YoY sales increase for bikes.