99 Bikes launches new brand campaign via The Together Society, Brisbane

With massive, accelerated growth thanks to COVID, lockdown and families looking to get exercise and fresh air; 99 Bikes engaged Brisbane agency, The Together Society to bring its positioning statement, ‘the world’s most approachable bike shops’ to life across a range of platforms.

Says Logan McEwan, marketing leader at 99 Bikes: “Research told us that between the big, soulless department stores and the high-end specialist bike shops, there was a really great space to own where any customer – regardless of their riding level would feel welcomed and supported with their purchase.”

The new campaign uses real employees from 99 Bikes as talent to bring to life their brand values of being authentic, genuine, helpful and unpretentious.

Says Ralph Barnett, creative director, The Together Society: “Our goal was to reflect the true spirit of the brand by working with real staff, rather than creating cliched, artificial scenarios featuring buffed, athletic models.”

Says Priscilla Jeha of The Together Society: “Along with lockdowns and the desire to be outside and moving; the rising popularity of e-bikes looks set to see the brand continue to grow exponentially. Everything in this new campaign, from the copy language to the font style, all ladder up to the brands’ desire to show their authenticity and approachability. It positions 99 Bikes in a great territory as the world moves forward with a huge desire to be on two wheels.”

The new look has been rolled out online and on all 99 Bikes owned channels and will be implemented across stores nationally in phases.

Agency – The Together Society
Founder & HOCS – Priscilla Jeha
Strategy Director – Alan Snitow
Creative Director – Ralph Barnett
Copywriter – Kristen Twigg
Photographer – Damien Bredberg