Not another marketing services agency – I mean, this is not another marketing services agency. The Loco Group knows how to create a USP. Its first great unique selling proposition was for itself.
In a marketplace, flooded with promotional tech-y toys and hipster accessories, The Loco Group stands on its own stage. If a promotional message travels around the city on vintage bikes it’s going to get noticed, yes?
How about a sampling campaign held out of Betsy the 1957 caravan, with faux grass, bunting, vintage props, hoola hoops and garden party games?
When The Loco Group sent us its most recent campaign, we just loved the irony of using vintage bikes to sell the hottest and newest bicycles.
Here’s the story:
Reid Cycles began a big sale a couple of weeks ago. Ho hum, a sale. Well, that’s only the beginning of the story.
Because sales are the new black and getting a sale message across is like shouting at an outdoor pop concert, Reid got the Loco Group involved. Loco sent a team of 50’s frock-wearing girls around the ‘uni end’ of Melbourne on Loco Group’s Hype Bikes. The bikes are, of course, vintage style (something that Reid also sells), complete with front basket.
The vintage bike entourage trailed mobile billboards promoting the sale. Old-school bells were rung, making people stop and stare – and take notice. Pretty girls in dirndl-skirt dresses – conversations were struck up. More importantly, potential bike buyers googled the sale on their phones. [The Loco Group is not all about the pre-tech generation.] Photos were taken of the girls and the Hype Bikes, and posted on social media sites. Loco also created an Instagram promotion with the chance to win a free bike. And the Loco Group’s Espresso au Go Go was set up in the Reid Melbourne store with free coffee for shoppers.
What happened next?
A lot of people responded to the sale. A lot of people bought bikes from the sale. Reid was really chuffed about that.
David Hannay, Reid Cycles marketing manager, said, “We love getting the Hype bikes on to help push a promotion. The riders put a smile on the ‘sale’ message and never fail to get noticed.”
