Users could upload a picture of their old bike that they wanted to have scrapped as part of the campaign – and secure the chance to win a new Diamant e-bike worth up to €4,000. A smart combination of incentive, virality and values such as mobility change and environmental awareness.
Three creators travelled to Berlin to work with us on producing high-quality content that was authentic, inspiring and closely aligned with the target group. Their channels generated organic buzz around the campaign.