Brompton, the iconic folding bike maker, has unveiled its first global brand campaign, ‘ab ra ca dab ra’, to celebrate the transformative freedom created by its engineering. Let’s explore how Brompton’s magical engineering is transforming urban transportation. Join me as we delve into the campaign’s objectives, creative concept, and the extraordinary vision of Brompton’s founder, Andrew Ritchie.
A Magical Campaign
Developed in partnership with ScienceMagic, and drawing inspiration from Andrew Ritchie’s visionary idea of creating a foldable ‘magic carpet’ for urban dwellers, the campaign celebrates the transformative freedom provided by Brompton’s engineering prowess. Discover how the five syllables of ‘ab ra ca dab ra’ cleverly mirror the five moves required to fold and unfold a Brompton bike.
Engineering Precision and Urban Freedom in Motion
The campaign spotlights the Brompton bike as the true hero, emphasizing its impeccable folding mechanism. Through a series of mesmerizing motion assets, viewers witness the bike gracefully unfold and fold, showcasing the precision of Brompton’s engineering. The animated typography of ‘ab ra ca dab ra’ accompanies each bike move, adding a touch of elegance and complementing the intricate details of Brompton’s design. The creative execution highlights the beauty of the bike’s folding mechanism, inspiring more people to get on a bike and make their journey more convenient and enjoyable.
Driving Growth and Inspiring Urban Explorers
Beyond its creative allure, the ‘ab ra ca dab ra’ campaign serves a strategic purpose. Brompton aims to connect with a global audience of Urban Outsiders, individuals with an urban mindset who thrive on city exploration. By breaking down barriers to purchase, reshaping perceptions, and raising brand awareness, Brompton seeks to inspire more people to embrace cycling as a transformative lifestyle choice. Through a blend of out-of-home, digital, social, and retail channels, the campaign is set to leave a lasting impression on key growth territories, including the UK, US, Germany, and France.
The Big Picture
Brompton’s ‘ab ra ca dab ra’ global brand campaign showcases the magical engineering and transformative freedom of their iconic folding bikes. With a focus on connecting with Urban Outsiders worldwide, the campaign serves to drive growth, enhance brand awareness, and inspire more individuals to embrace the joy of cycling. Through the creative partnership with ScienceMagic, Brompton brings to life the vision of its founder, Andrew Ritchie, and invites people to experience the convenience, elegance, and warmth that Brompton bikes offer.
