The Bycicle Takeover

The Problem
To promote our Amsterdam branch, we needed some unconventional ideas to boost how people in the industry and potential clients see us.

In the Netherlands, you often see old, rusty bikes left behind on the streets. That gave us an idea—an abandoned bike is a perfect symbol of a neglected brand. Since we at Piko work in branding and communication, we made the connection clear.
We picked up some of these sad-looking bikes and added signs to them in English and Dutch saying:
"If you don’t take care of your brand, soon it will look like this bike."
And it worked! We saw a big increase in website traffic—without spending anything on ads.