Barclays Cycle Hire, an initiative which provides an affordable, sustainable and environmentally friendly transport network in central London, has been recognised for the effectiveness of its marketing campaign.
It won in the category of Marketing for Sustainable Consumption at the 2011 Marketing Society Awards for Excellence.
The event was organised in London by the UK’s Marketing Society, an association of marketing professionals and business leaders from different industries.
Judges at the awards were impressed by Barclays Cycle Hire’s marketing approach, which engages multiple target audiences, including cyclists, commuters, central London residents and tourists.
They said: “Transport for London’s Barclays Cycle Hire scheme has quickly made its mark on London, with the branded blue ‘Boris Bikes’ now a familiar sight on the streets of the capital.
“Behavioural economics analysis revealed that people tend to respond to what they consider to be a social norm, so to resonate with these varied groups the campaign launched with the line ‘Catch up with Barclays Cycle Hire’, to play on consumers’ fear of being left behind.”
It concluded: “The judges were impressed by the campaign’s use of behavioural economics, hailing it as a ‘city-changing initiative’.”
Jillian Fransen, Director, Barclays Group Citizenship, said: “Barclays is proud to support a scheme that promotes a healthy, affordable and sustainable mode of transport in the capital. Barclays Cycle Hire is a great example of Citizenship and how we are working to make a positive contribution to the communities in which we operate.”
Judges at the awards included Sally Cowdry, UK Marketing Director at telecommunications company O2; Craig Inglis, Marketing Director at UK retailer John Lewis; Catherine Kehoe, Group Brand and Communications Director, Lloyds TSB; Alistair Macrow, UK Marketing Director, McDonald’s; and Timothy Ryan, Senior Vice President, Marketing, EMI Music.
Barclays Cycle Hire was launched in July last year by Barclays Group Chairman Marcus Agius and the Mayor of London Boris Johnson.
More than five million journeys have been made since the launch of the scheme, and users have praised the bikes for their convenience, ease of use and value for money.