Intel wanted to build awareness of their their East London based 'Intel Power Up' event.

Intel is a multinational corporation with offices in London. They held the 'Intel Power Up' event in Shoreditch, London and needed to build awareness of the event on the day. It was additionally intended that people who saw the video-bikes with the brand messages, would relate it with other Intel digital activity in London and have a better understanding of the 'Intel Power Up' event.

Approach: a combination of stationary and in-motion advertising on 10 video-bikes with the 'Intel Power Up' logo, messages and Twitter #s on wheels in the Shoreditch area. 2 stationary bikes were positioned in the busy areas in front of the Liverpool Street station; 8 video-bikes patrolled the pre-agreed areas near the event in three separate groups. The riders, dressed in Intel shirts and fully briefed on the event, interacted with public and directed people to the event.

Being a novelty and an eye-catcher, the stationary bikes created a furore, gathering crowds around them. Riders on mobile bikes followed the agreed routes. Approximately 82% of passers-by focused their attention to the stationary advertising in front of the Liverpool Street station; Approximately 60% of pedestrians focused their attention on the video-bikes' messages; 88% of the passers-by who stopped believed it was noticeable; 96% of those believed it had more impact than billboards; 98% of those believed the video-bikes created a positive image for the event.

By using two forms of advertising throughout the campaign, Old Bond was able to meet Intel's objectives, raise brand awareness and create maximum impact around the Intel event to ensure much higher attendance and talkability.