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The Cycleologist

For our activation at the Great Auckland Bike Market we decided to take a novel approach to thinking about how people interact with their bikes.  Our open creative brief and a location right in the middle of The Cloud led us to the creation of the Cycleologist.

We worked with an actor to devise a Cycleologist persona and set-designed a fully furnished office space into which passersby could view the interactions with ‘patients’ throughout the day.  Inviting visitors to participate, our actor took them through fun, playful therapy sessions to help them better understand their relationships with cycling and their bikes.  She even managed to run an ‘intervention’ with a group who wanted to convince their friend to buy a bike (which worked!).

The activation was consistently busy throughout the day and the responses from participants were overwhelmingly positive.  Keep an eye out for future outings of our Cycleologist at a cycling event near you!

“The activation was an inviting, accommodating and purposeful initiative heightening an attendees engagement with the event’s cycle-centric theme, be they a participant or merely audience.  For a passive onlooker ample information was prominently displayed to give a base level of understanding of the mock-therapy clinic. The theatrical setting (stage) was of a professional standard, so too the casting of therapist/actress Victoria Abbott. Attention to detail was paramount in the successful realisation of this one-on-one style consultation.  Of particular note was the authentic yet creative tone of the cycle-ological ‘Q and A’, cycle-character categories (printed and offered as a takeaway for participants) and the realistic scripted consultation dialogue.  This activation was highly successful in terms of public participation and it’s distinct point of difference from other experiences offered within the event. The Cycle-ologist was a sophisticated, thought provoking, yet entertaining activation that had wide ranging appeal across demographic and age.”  Mark Henley, Creative Lead, Fresh Concept



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