Reflection Ride.
Cortina
The bike that reflects your style.
A Cortina bike is a high-quality bike. But it’s also a feast for the eye. With their stunning models and colors, Cortina always has a bike that suits you.
Adversary:
A bike that doesn’t match your outfit: Gen Z is really into fashion and cares a lot about their style. A shabby bike can just ruin their look.
To develop a new activation for the new Cortina e-bikes, we explored the world of Gen Z and focused on a habit we all have: checking ourselves in reflections. In the windows of houses, cars, or stores. How’s our hair? Outfit? Check. But do we check if our bike still matches our style? Rarely.
We never check how our bike fits us.
A first. A full-length mirror. exclusively for cyclists.
That’s why Cortina kicked off the cycling season with a 10-meter-long mirror for cyclists. The idea behind this big mirror?
Does your bike reflect your style? Because, as we all know, it’s a missed opportunity if your daily transport undermines your great style.
So, check your fit. Reflect your style.
The Reflection Ride offered cyclists, who passed by, the chance to reflect on themselves, their style, and their bike. And to see how a Cortina e-bike fits them. Plus, they could win one by taking a mirror selfie.
A 2-in-1 strategy. To become a part of the target audience’s life, you must truly enter their life.
The reflection ride was launched at Haarlemmerplein in Amsterdam and toured through the Netherlands and Belgium. The Cortina e-bike models were photographed and filmed during the activation. This is the core of the 2-in-1 strategy. We focused on experience and truly involved the target audience in the campaign.
To engage this group, who have seen, heard, and experienced it all, their real interest in fashion was linked to the Cortina brand. This way, we not only offered a genuine experience but also created user-generated content for the Cortina brand.
Views on Socials
First Bike Mirror
Youtube Interaction
