Bike Like Mike

The Brief

Gold Coast Council partnered with Mobike to launch the first bike share scheme in the Gold Coast. TD were briefed to develop a behaviour change campaign that aimed to communicate the scheme and encourage both cycling and driver etiquette. 

Meet Mike. Mike is smart.

TD developed the marketing activation strategy, central creative idea and messaging for the campaign. ‘Bike like Mike’, an illustrative character, was created to demonstrate these key messages in an approachable and engaging manner. The creative execution was rolled out across various touch points within key precincts including: outdoor, moving media, digital display advertising, social media and Mobike station floor decals and bike tags.