Derby City Council - Campaign
Following Derby's appointment as one of just six National Cycling Demonstration Towns, Cycle Derby was set up to lead the way in promoting cycling and encouraging local people to take it up. Having won the pitch, Katapult developed a brand identity and marketing strategy for Cycle Derby which was then executed across a wide range of materials. As well as driving take-up of cycling amongst the general public, Katapult were also tasked with engaging delivery partners such as retailers and cycle clubs.
As part of the campaign, Katapult developed the characters Shift and Sprocket. The duo feature on a wide range of communications, are an integral part of getting the cycling message into schools and have even visited a number of city schools.
In 2007 the cycle derby campaign achieved a 11% increase in cycling across the city, held over 90 events, achieved a 59% brand awareness recognition score, attracted 80,000 unique visitors to the web site and has doubled the number of children cycling to school.
As part of the campaign, Katapult developed the characters Shift and Sprocket. The duo feature on a wide range of communications, are an integral part of getting the cycling message into schools and have even visited a number of city schools.
In 2007 the cycle derby campaign achieved a 11% increase in cycling across the city, held over 90 events, achieved a 59% brand awareness recognition score, attracted 80,000 unique visitors to the web site and has doubled the number of children cycling to school.