Transport for London
Bling My Bike
A TFL Green Initiative. The objective was to target young males aged 15-19 and educate them about the benefits of cycling with a view to reduce youth drivers in the long-term.
The answer was Blingmybike.co.uk. A new brand that was streetwise, that talked to the urban generation without wagging a big authoritative finger. Initially it was set up to look as if those we were talking to started it. All TFL’s branding was kept to a minimum.
Blingmybike.co.uk became a popular place to express your identity. It was taken up by a youth group in Hounslow and a deal was struck with a T-shirt brand. Sky are now keen to incorporate the Bling My Bike movement into their annual London Skyride.