Project for Marketing Communications Design 3130
Kwantlen Polytechnic University
Kwantlen Polytechnic University
The Challenge:
Catapult Waste Management is always searching for new products made from recycled materials. This product had to be fresh and exciting to breath life into everyday Vancouver.
The brand had to express forward thinking - showing that Vancouver’s population can think, care, and make a difference. At the same time, Catapult didn’t want this to be perceived as strictly a “green” brand - it had to be a top tier, quality brand.
The Solution:
In Canada alone, the sporting goods market made $5.4 billion in 2011, with that number growing an average of 2.7% annually. While there are numerous speciality and used bicycle shops in Vancouver, there are no shops that offer new bicycles made from recycled and refurbished materials.
Cyclepaths Recycled Bikes was born from the idea of synthesizing an insane passion for cycling with an eco-friendly mind. Vancouver has embraced cycling as a means of transportation and as an outlet for pure enjoyment. With public transit, commuting via bicycle has never been easier. Cyclepaths is extremely relevant to Vancouver, due to it’s growing popularity and the City of Vancouver recognizing cyclists by adding bike lanes throughout the city. This was a perfect time to enter the marketplace. Upon being successful in Vancouver, Cyclepaths would have the opportunity for global growth.
Cyclepaths speaks directly to the insanely passionate cyclist. Cyclepaths is sleek, classy, and sexy, but also connects to the target with humour, wit and meeting their needs - whether it be a need for transportation or just getting in those daily KMs.
This phase will tailored to offering acces into the brand and product to new consumers to establish the initial relationship and brand image. Advertisements are placed in locations where the primary target market would frequent - such as bus stops along the street, as well as skytrain stations.
Phase two will be targeting new consumers as well as current consumers, highlighting the relationship between the biker and his/her bike. This phase is designed to touch on the trust between product and consumer, poking fun at the "Cyclepathtic" relationship that many bikers seem to have with their bikes.
Photo credits can be found here.
Photo credits can be found here.
