M-Way launches "Early Bird" campaign
E-bike specialist M-Way takes the term «Early Bird» literally and kicks off the upcoming e-bike season with the song «Alle Vögel sind schon da» (All the Birds Are Already Here). The goal of the campaign is to encourage customers to book an e-bike service in a timely manner before the season begins.
M-Way heralds the arrival of spring with an energetic campaign. Under the motto "Early Bird", the focus in January and February will be on preparations for the new season. To the cheerful strains of "All the birds are already here", e-bikes are cleaned, inner tubes are mended and defects are checked.
The main message here is to get your e-bike serviced in good time before the start of the season. Early servicing avoids bottlenecks that could arise if all e-bike owners bring their vehicles in for servicing at the same time. There is also a special offer: the last demonstration models from 2023 are being sold at a 25% discount. The early bird catches the worm - and gets the best deals.
Awakening anticipation for the e-bike season
"The campaign focuses on M-Way's brand values: service, expertise and choice," explains Elyne Hager, Head of Marketing, Brands & Communications at M-Way. The main and short sequences of the campaign will be presented on various social platforms in order to reach a broad target group. The emotional and motivating content is intended not only to arouse anticipation for the upcoming e-bike season, but also to strengthen the bond with the brand.
The concept was developed internally at M-Way, realized with its own employees as protagonists and in collaboration with the production company Out Of Order. Matthias Kappler was the director.
Responsible at M-Way: Elyne Hager (Head of Marketing & Brands), Alfonso Patermo (Art Director), Andreas Stopp (Marketing Manager). Production: Lara Lienhard (Out Of Order). Director & DoP: Matthias Kappeler. Photographer: Nicolas Burri. Styling: Jenni Tschugmell. Hair & Make Up: Jasmin Berger.
