CASE STUDY

Creative Testing, Leading Retail Bank

Using communications development research to create comms that encouraged more customers to cycle

Problem

Our client, a major retail bank, has a long standing relationship with British Cycling and wanted to understand two things:

Consumer perceptions of the relationship overall (including of the sponsorship specifically)
How consumers could be encouraged to take up cycling or cycle more often they already cycled (by understanding the benefits of the partnership and cycling as a whole).

Solution

A number of focus groups were undertaken in two locations with respondents who were:

Mothers with children who cycle fairly regularly as families and are fairly confident themselves
Women who haven’t cycled since school or never been on bike – may take kids out on bikes but they walk
Seasonal cyclists who enjoy it but are fair weather and infrequent
Regular cyclists for leisure and/or work

Outcome

The research explored a number of issues:

Benefits of cycling/motivators
Drawbacks/deterrents
Awareness of British Cycling
Concept of a bank as a sponsorship partner
Our client as partner to British Cycling
Incidental feedback on visual imagery.

The outputs of the research directly the communications that were developed including imagery and copy used – the client also used direct quotes the research findings for in-branch window displays.

CASE STUDY

Creative Testing, Leading Retail Bank

Using communications development research to create comms that encouraged more customers to cycle

Problem

Solution

Outcome

We work with a group  of amazing companies

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CASE STUDY

Creative Testing, Leading Retail Bank

Using communications development research to create comms that encouraged more customers to cycle

Problem

Solution

Outcome

We work with a group of amazing companies

Subscribe to the latest thinking

We work with a group  of amazing companies