Introducing the Hummingbird
Hummingbird is the world’s lightest and most sustainable urban bike in the world, weighing less than 10kg. Quality and style comes at a price, so Brazil needed to develop campaigns with laser-focus to gain sales.
The brief >
Bring a new entrant to the folding bike market, with aspirations to reimagine the urban cycling experience.
How we made positive change >
We positioned Hummingbird as a luxury entrant to the market, employing a tactical approach to our outreach and targeting a wealthy niche of the urban cycling sector.
Impact
By securing detailed feature coverage in premium publications, business-focused press and tech media, we smashed the target of selling 200 bikes in a year, shifting 75 in the first three months.
We took them from start up to an established and well-respected bike brand.
Reach
More than 100m consumers every year.
Shift
