The Simple Life
Bicycle: For WattWorld, McCann-Erickson is staging the "outlet bike" with a few big appearances.
For WattWorld, McCann-Erickson is showcasing the «power outlet bike» with a series of high-profile appearances. Anyone who gets around town by bike enjoys flexibility and unrivaled speed over short distances. Alongside walking, biking is the most environmentally friendly mode of transportation. Amid the climate debate and rising fuel prices, electric bikes are enjoying increasing popularity. A powerful electric motor in the bottom bracket of e-bikes provides extra “tailwind.” The muscle power needed to pedal is practically unnecessary—that’s how effectively these sophisticated systems work. Human effort is amplified many times over. And plug-in bikes are becoming increasingly suitable for everyday use. The technology is barely visible as it’s integrated into the bike, enabling uncompromising mobility. Riders tackle hills with a smile. Speeds exceeding 40 km/h are no problem.
WattWorld is a company based in Geneva that sells these types of e-bikes. The company has recognized the potential of these high-tech bikes and is launching a bold campaign in collaboration with the McCann-Erickson agency. The goal is to get more e-bikes on Swiss roads. Because every pedal stroke requires muscle power, cycling enthusiasts tend to associate electric bikes with laziness.
McCann turns the tables and now turns a supposed weakness into a strength. On the posters, for example, the creatives feature the matador who, instead of preparing to deliver the killing blow with his sword, casually waits for the bull with a pistol. Or the karate fighter who respectfully greets his opponent but is about to enter the fight with a baseball bat. The images are accompanied by simple slogans: «Make your life easier.» (Original in French: «Simplifiez-vous la vie.») Timo Kirez, Chief Creative Officer at McCann-Erickson: «It’s okay to be lazy. Why stress yourself out?» The poster campaign will be on display in Geneva and Lausanne starting in mid-April.
E-bikes have evolved from a niche product to a trendy item. Sales rose significantly from 1,792 to 3,181 units last year, according to a recent announcement by the Swiss Center for Bicycle Issues. In Japan, e-bikes have already achieved a market breakthrough, with over 200,000 sold annually; in Europe and the U.S., the market is still in its introductory phase.
Christian Lüscher
WattWorld is a company based in Geneva that sells these types of e-bikes. The company has recognized the potential of these high-tech bikes and is launching a bold campaign in collaboration with the McCann-Erickson agency. The goal is to get more e-bikes on Swiss roads. Because every pedal stroke requires muscle power, cycling enthusiasts tend to associate electric bikes with laziness.
McCann turns the tables and now turns a supposed weakness into a strength. On the posters, for example, the creatives feature the matador who, instead of preparing to deliver the killing blow with his sword, casually waits for the bull with a pistol. Or the karate fighter who respectfully greets his opponent but is about to enter the fight with a baseball bat. The images are accompanied by simple slogans: «Make your life easier.» (Original in French: «Simplifiez-vous la vie.») Timo Kirez, Chief Creative Officer at McCann-Erickson: «It’s okay to be lazy. Why stress yourself out?» The poster campaign will be on display in Geneva and Lausanne starting in mid-April.
E-bikes have evolved from a niche product to a trendy item. Sales rose significantly from 1,792 to 3,181 units last year, according to a recent announcement by the Swiss Center for Bicycle Issues. In Japan, e-bikes have already achieved a market breakthrough, with over 200,000 sold annually; in Europe and the U.S., the market is still in its introductory phase.
Christian Lüscher
