Fusion were responsible for creating the brand identity for the programme, developing all brand assets for the campaign, and handling the campaign's execution. This included creating a distinct brand identity, designing a range of assets suitable for multiple platforms as well as localised messaging for Luton & Dunstable, Leicester and Sheffield. Fusion then managed the overall roll-out of the campaign.

Fusion were tasked with taking the concept of free e-cycle loans through to a complete brand identity, tone of voice and asset suite. The name and brand we landed on played on the use of 'e' for electricity to ensure the scheme was easily recognisable and identifiable as what it was.

Following the Manchester launch, we moved to the rollout phase, targeting digital advertising, out-of-home and social media as the primary drivers for beneficiary numbers and moving through to social media, influencers and lastly our hero film to generate later-stage numbers for the program.

Throughout the programme we delivered a monthly refresh of ads across the target areas. Valuable work was done in determining a radii from each venue and using our network of providers to 'hyper-target' potential users down to the postcode level.

Particular attention was paid to selecting prime locations (where available) that spoke to the correct demographics, but also locations that would be suitable and indeed preferable for e-cycle use. Busy interchanges with adjacent cycle lanes or traffic choke points with quiet cycleways were sought out to add maximum impact to the messaging.