Brompton Bike Boasts Magic Design

Fern Siegel posted a blog section 8 hours ago.

Brompton celebrates freedom with their "ab ra ca dab ra" campaign. The magical engineering of the bike brings this freedom. It's their first global brand campaign.

The campaign was made by ScienceMagic. They were chosen as the brand's main global agency this year.

Brompton's work supports their goal for a sustainable future.

The campaign is happening in many countries, like the U.K., U.S., Germany and France. It will be on billboards, online videos, social media, and in stores. Each place will have different advertisements based on the people there and the city. In crowded places like Beijing, the ads might be smaller. In places like New York with not a lot of space, the ads might be bigger.

This blog is for city dwellers who enjoy cycling. It aims to change people's ideas about bikes and encourage more riding.

Brompton’s engineering is special. It's in honor of the founder, Andrew Ritchie. He wanted to design a “magic carpet” for easy travel in London.

The "ab ra ca dab ra" shows five moves of the Brompton bike. It uses five syllables to do this. These syllables explain how to fold and unfold the bike.

Shelly Pearce from Brompton says every execution is just as well-made as their bikes. It shows the precise engineering that goes into every Brompton.

Havas Market does media planning and buying.

Brompton started in London in 1975. They make foldable bikes. These bikes sell in 47 countries. Mostly, people buy them outside the U.K. They sell around 20% online.

The bike can fold up real small, only one-third of its original size. It's lightweight too - 16.4 pounds for T Line, 24 pounds for regular, and 28 pounds for Brompton Electric.