Brompton first global brand campaign, “ab ra ca dab ra,” celebrates the freedom the bike's “magical engineering” provides.
ScienceMagic created the campaign. It was named the brand’s lead global strategic and creative agency earlier this year.
Also, the work underscores Brompton’s sustainability agenda for a better world.
The campaign runs across out-of-home, connected video-on-demand, social, digital and retail in key countries: the U.K., U.S., Germany and France. Media activations are geared to specific market: lack of space in New York or too much congestion in Beijing.
The target audience is urban outsiders — people who live in cities but prefer cycling them. The work reframes perceptions about the bike, inspiring more people to take a ride.
Brompton’s “magical engineering” is a nod to the brand’s founder, Andrew Ritchie. He wanted to design a “magic carpet” that would make traveling across London easier.
The “ab ra ca dab ra” uses the five syllables to illustrate the five moves of folding and unfolding a Brompton bike.
Shelly Pearce, global brand director, Brompton, said: “Each execution is as beautifully crafted as our bikes, reflecting the precision engineering that goes into every Brompton.”
Havas Market handles media planning and buying.
Founded in London in 1975, Brompton is one of the U.K.’s largest bicycle manufacturers and produces folding bikes for more than 47 countries, with 80% of its sales outside of the U.K. and nearly 20% online.
The bike folds up to one-third of its size, and weighs 16.4 pounds, for the T Line, 24 pounds for the standard model and 28 pounds for the Brompton Electric.