Ofo

As an innovator of dockless bike sharing via a downloadable app, OFO is revolutionising the way we travel. Having achieved near market saturation in China, the multi billion dollar-funded bike-sharing scheme was officially launching its UK operations.

Our charge was to get people recognising the bikes, downloading the app and trying them out. We began by looking at ofo’s global messaging, distilling it down into two primary messages: that bike sharing provides freedom and that the service is simple to use.

We devised a campaign titled Go; a word that marries the meaning of freedom and the simplicity of application, lending itself to a pared down campaign that was easy to digest. We crafted a number of campaign lines, which were tied together by the word, so that ‘Go’ became a consistent platform.

A key line was the educational ‘Download. Unlock. Go.’ which appeared on billboards, newspaper advertising and social media. This is a campaign with modest beginnings, in the face of big budget competition, delivered an ambitious campaign with globally recognised results launching successfully across a number of UK cities.