Bike saddle covers as gifts

Germany’s capital hasn’t got a city centre. It has a few – and Alexanderplatz is one of them. Especially in the mornings and afternoons its underground, overground as well as tramway stations are highly frequented by commuters and transit passengers. Not too few of them ride to Alexanderplatz, park their bicycle in one of the numerous racks and change for another means of transportation. Given that Berlin isn’t much drier than rainy London, people have to consider a sudden shower on their daily tracks and sometimes create instant hacks to fix emerging problems.

Experience

Due to an enormous revival of biking in the city of Berlin – made possible by cultural trends, ecological awareness as well as political decisions in traffic planning – one gift and marketing gimmick has become popular recently: the saddle cover. After having worked all day long Berliner cyclists are presented with unicoloured wrappers waiting on the seat when picking up their bike in the evening.
Printed with smart slogans, linking the qualities of the cover to the giving brand, the slipcover is a surprising touchpoint capable of causing a pleasant brand experience.

Global as well as local brands use the protection covers as freebies and try to establish a verbal connection between the gift and its donor. “I’m leakproof!”, the mobile service provider O2 assures and the international chain of health clubs Fitness First promises: “Cycling with us haves you dry!”.

Distributed at one of Berlin’s most central places the communication on the covers clearly addresses young, sporty, urban individuals: “Always present – navigating cyclists and pedestrians for reaching their destination, too”, Nokia explains and hints at its digital map offerings.

A great and cheap tool to make a good impression one might say – coming at a price of less than one euro / US-dollar. Of course, there is a catch …

Challenge

Despite being such a low priced and easy-to-make product it should be really “leakproof” and not cause the rider a wet botty after just a week in use. Just like the student union pledging not to “leave you out in the rain” should rather be true to its word. If not, the gift can turn into the opposite of a good brand experience. A lack of quality and potential water permeability may not only leave a disappointed presentee behind, but even link the bad experience back to the brand.

Goal

But if quality is not an issue and more admen can come up with clever claims going along with a brand’s true capabilities, then the covers will be experienced just as they are: as helpful and valuable gifts. So it’s almost for sure people riding bikes will thankfully use them for months and not only the thrifty and lazy ones will carry the brands’ messages through the city.

And let’s not forget the avid ones: The most successful wrapper of last biking season was created by ‘Radio Eins’, a radio station with more sophisticated sound and content. Its cycling listeners are so passionate about the brand and were that keen on the cover they started stealing from the saddle next to them right in the daytime … this is the kind of endorsement your brand might reach when promise and performance match – even with a touchpoint of little monetary value, but notable personal meaning.

Overview

+ gift with high utility value
+ low price: < € 1 / £ 1 / $ 1
+ easy to distribute to target group with small waste circulation
!  quality of the cover must fit the brand’s level
!  any communicative promise has to meet the facts