An ambient project from Australia, created by the SBS TV station, which had been covering Tour de France race at the time. Idea is simple – put one guy in a shiny yellow suit on the street, and order him to pedal for 21 days (fortunately not 24h, but from 8 am to 4 pm, and with two days of break-off as in the original race…). But the poor biker is not going anywhere, as his pedaling is powering the scroll of the metrolite/citylight stand. Event was projected as an endurance test (but it is a bit hard for me to see a clear connection between a TV station and endurance…)

Pros

Cons

Possible improvement
Socialize it, involve the people. Why not combine that single guy efforts with a charity event (always a relatively cheap way to gain publicity). Let’s say that on the final day of the race SBS makes an event on a local stadium, and pledges to do something (probably give money of theirs or sponsors) for a selected charity. They would invite people with their own bikes on the stadium ,give them distance meters, and tell that they (or sponsors) will donate a sum for every kilometer they will ride that final day on the stadium. There would be a possibility to make a larger health-related event of that.
Put a kilometer meter, or some bar/scale which would present achieved distance.

Implementation in Poland
Not likely, not only because of the weather conditions, but also because of the niche the cycling sport is. It _could_ be used together with a sort of a social/health campaign, or promoting biking as a way to spend time.

Evaluation: 4/6

Tagi: Ambient, In ENGLISH, Marketing, Oldies. // Komentarze (0) »