CASE STUDY YALE: BIKE LOCKS PRODUCT LAUNCH

OVERVIEWThe name Yale is synonymous across the globe with security. Since 1843 it has been one of the worlds most trusted brands. Using advanced lock technology, Yale have globally launched a new range of bike locks with various specifications to meet the demands of every type of cyclist, from the casual Sunday cyclist to hardcore fitness fanatic.

YALE: BIKE LOCKS PRODUCT LAUNCH

SUPPORT• Packaging Design• Multichannel Advertising • Video • Photography• Merchant Support• Literature Design• Advertising• Social Media Campaign• Infographics

CASE STUDY

THE AGENCY | CASE STUDY | YALE BIKE LOCKS

CHALLENGEThe challenge on the project was two fold. Firstly, we needed to design the packaging for each of the 12 products in the range. The packs primarily had to have a powerful shelf presence. They also had to be practical – there were many different models, and each one had feature up to 22 translations of key product features, as well as a suite of icons to visually communicate the benefits!

Secondly, the creative had to be visually powerfully – a concept that could be rolled out to the territories globally, with supporting material flexible enough to work after translation. It needed to work effectively in all markets with different languages and cultural differences.

APPROACHThe packaging had to feel tough and industrial as its primary function is to reassure the consumer that their bike is in safe hands. We maintained a Yale colour scheme accented with colours to represent the security ratings and created an icon set to represent the uses in order to limit typography on the pack.

Moving on to the creative, as always we put the effort in to research as a start point. We looked at the market, examining how crime effects bicycle owners, key demographics and location statistics. While we couldn’t cover every region where the locks will launch, we could ascertain that there were consistent findings we could use as foundations across the campaign.

The campaign we created was multi-channel using many different types of media to deliver the message. We created a multi-layered campaign which encompassed a top level humorous concept, through to pure information material. For the roll-out of the top level campaign, we created material in a wide range of formats. This included three 30 second viral videos, print and digital advertising and 3 months of social media content. For practical advice, we created “how to” animations, infographics and literature. This was supported by product literature, photography and media packs to manage consistency of images, message and style.

THE AGENCY | CASE STUDY | YALE BIKE LOCKS

THE AGENCY | CASE STUDY | YALE BIKE LOCKS

RESULTThe campaign was very well received by all the territories. This was very encouraging as the approach was very different from the campaigns Yale have previously undertaken.

The product launch has only just started taking off, and It is early days to judge the campaign’s effectiveness. However, early indications are positive – retailer engagement is up, and there has been a positive response in the first regions to launch. Judging by the initial reaction, we think the bike locks are going to fly off the shelves!

THE AGENCY | CASE STUDY | YALE BIKE LOCKS

THE AGENCY | CASE STUDY | YALE BIKE LOCKS

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