CYCLE by Ogilvy & Mather Kolkata for Howrah Lock Industries

CYCLE

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Industry Bicycles
Media Promo & PR
Market India
Agency Ogilvy & Mather Kolkata
Executive Creative Director Sumanto Chattopadhyay
Creative Director Koustuv Chatterjee, Sukhendu Mukherjee
Art Director Altaf Hossain
Copywriter Uttaran Chaudhuri
Photographer Suman Mukherjee
Released December 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: HOWRAH LOCK INDUSTRIES
Product/Service: CYCLE LOCK
Agency: OGILVY & MATHER
Date of First Appearance: Dec 15 2010
Entrant Company: OGILVY & MATHER, Kolkata, INDIA
Chief Creative Officer: Piyush Pandey (Ogilvy & Mather)
Executive Creative Director: Sumanto Chattopadhyay (Ogilvy & Mather)
National Creative Director: Rajiv Rao (Ogilvy & Mather)
National Creative Director: Abhijit Avasthi (Ogilvy & Mather)
Creative Director: Koustuv Chatterjee (Ogilvy & Mather)
Creative Director: Sukhendu Mukherjee (Ogilvy & Mather)
Creative Controller: Partha Chowdhury (Ogilvy & Mather)
Copywriter: Uttaran Chaudhuri (Ogilvy & Mather)
Art Director: Altaf Hossain (Ogilvy & Mather)
Photographer: Suman Mukherjee
Media placement: Live Event - Dhakuria Lake, Kolkata - 15.12.2010
Media placement: Live Event - Auckland Place, Kolkata - 16.12.2010
Media placement: Live Event - Vivekananda Park, Kolkata - 17.12.2010

Describe the objective of the promotion.
Cycle thefts are a common phenomenon in West Bengal. Howrah Lock Industries came up with a lock that made cycles 'unstealable'. They wanted cyclists and ordinary people on the road to experience the power of the locks.

Describe how the promotion developed from concept to implementation.
To make cyclists experience the power of locks from the house of Howrah Lock Industries, cycles were fixed to the ground in various locations of the city. The passers by tried to ride the 'unstealable' cycles and found they were impossible to move.

Explain why the method of promotion was most relevant to the product or service.
As cycles are usually stolen from the streets, the activation which happened on the street made it extremely relevant to ordinary people. They saw cycles parked on the road, they tried to move them, and found they were completely 'unstealable' - courtesy of Howrah Lock Industries.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The 'unstealable' cycles grabbed everyone's attention. The brand became famous almost instantly. In the month after the activation, sales rose by 20%.