The Drum Awards for Marketing - Extended Deadline

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By Angela Haggerty | Reporter

June 30, 2014 | 1 min read

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.

Halfords Content Marketing

Content created with:

Red Bee

We're the content and design agency born in entertainment.

Many agencies use words like “engagement” and “storytelling” interchangeably but none can match Red Bee’s roots in entertainment. We have evolved from the BBC’s in-house creative team, have been a globally successful agency since 2005 and have recently been reborn in a company famous for technological innovation, Ericsson.

We believe that, in a multiscreen world, brands need every second of screen time with their audience to be entertaining, inspiring and commercially valuable. Many research studies over many years have shown that brands that entertain have a competitive advantage.

We create brands and brand experiences that people choose to spend time with.

Everything we create comes from an understanding of the audience. We move fast and make budgets work hard.

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