Dutch winters are wet and cold, making motorcycling a much less attractive proposition. For this reason, interest in motorcycle lessons drops significantly during this period, meaning that Tom de Keizer must actively pusue new students. In the Netherlands, children put playing cards in the spokes of their bike wheels to create a rattling sound, which, in their imagination, transforms their bicycle into a motorbike. This factor was the basis for their promotion, targeted at students. They placed 500 discount cards in the form of a motorbike licence between the spokes of their bicycles, wich gave them the opportunity to take motorcycle lessons at a discount price. The results: 31 free trial lessons (objective 20) & 18 new participants (objective 10).
Agency: &Koenseseverein Amsterdam, The Netherlands.