AXA Community Bike Rides, in partnership with Cycling Ireland, has launched a new campaign to encourage more people to join their growing community by signing up for group and solo bike rides around the country.
Launched in 2019, AXA Community Bike Rides was developed to inspire people of all ages to get out on their bikes and to take part in healthy, social and safe cycles with fully-trained, insured and vetted “Ride Leaders.
AXA’s latest campaign is all about getting back out there and, after numerous lockdowns, the message is simple: Get back on the road, get back with friends, get back to do doing something you love. And do it with AXA Community Bike Rides.
The campaign, created by OLIVER Ireland, is currently running across radio (30”), video (20”) and social.
According to Ruth Allen, account director, OLIVER Ireland: “We wanted to highlight what ACBR is all about – community, adventure, time spent in nature – while maintaining a warm, friendly and encouraging tone. Working closely with Louise McParland in AXA, the campaign was designed to encourage more people to engage with the free programme by taking part in group or solo bike rides around the country all while communicating AXA’s purpose as an organisation that empowers people to live better lives”.
Agency: OLIVER Ireland
Account Director: Ruth Allen
Project Manager: Paul Ryan
Creative Director: Anthony Slevin
Creatives: Carla Soriani, Sorcha Hogan & Niall Farren
Copywriter: Katie Carroll