Halfords has launched a documentary-style content marketing campaign featuring one off-the-wall created character and real customers in-store.
‘The Bike Whisperer’ campaign was created by Red Bee Media and features stand-up comedian Tony Law playing the role of a man with ‘special bike-healing powers’. Red Bee said the mix of character and real customers offered an “unorthodox and amusing way of dramatizing the dedication and knowledge of the Halfords staff”.
Tricia Owen-Williams, head of customer experience at Halfords, said: “Our brief to Red Bee was that we wanted Halfords to be truly famous for video, and we firmly believe that the Bike Whisperer will take us well on the way to achieving that.
“As soon as they pitched the idea we were sold. It represents our brand and our passion for cycling perfectly, at the same time as having a tongue in cheek, incredibly funny style that will make all our viewers laugh.”
The ad is the first of a series in the online-only campaign and others will be released in the coming weeks. The videos will be hosted on Halfords’ YouTube channel.