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Lech Free returns with yet another unusual campaign that inspires people to be more physically active throughout the day. Joining forces with the Ambassadors, the brand encourages the residents of Warsaw to switch their means of transportation from public transport to… a bicycle or a scooter, because Lechends can do anything.
Lech Free carries out non-standards activities as part of its communication. After a successful training campaign in one of Warsaw’s housing complexes [LINK], now it is time to hit the streets! Together with its ambassadors – Damian Janikowski, Kuba Wesołowski, Kasia Szklarczyk and Natalia Tober, the brand convinces people to move around the city in an active way, with the goal of motivating Poles to increase their physical activity.
Equipped with a pick-up full of bikes and scooters, the Ambassadors started their journey along the streets of Warsaw, looking for people willing to ride together with them. People waiting at bus stops were encouraged to change the chosen means of transportation from a bus to a bike or a scooter. At first, they had been obviously surprised, but quickly changed their minds and joined the campaign. All the people taking part in the event received the Lech Free 0,0% beer by Kompania Piwowarska, which can be enjoyed any time, even right after training, because that is exactly how Lechends do it.
Over one afternoon, nearly 30 people joined the fun. Together, all the participants covered 124 km – almost as much as the route from Warsaw to Łódź.
Based on the brand’s claim “Lechends Can Do Anything”, the idea was executed by the Tailor Made PR agency, while the residents’ reactions were captured by the Szaban Produkcja crew.
Ambasadorzy wyposażeni w pick-upa z bagażnikiem pełnym rowerów i hulajnóg wyruszyli ulicami Warszawy, szukając chętnych do wspólnej przejażdżki. Zatrzymywane na przystankach autobusowych osoby były zachęcane do zmiany środka transportu z autobusu na rower lub hulajnogę. Początkowo na twarzach zapraszanych mieszkańców stolicy było widać zaskoczenie, jednak szybko zmieniali zdanie i przyłączali się do akcji. Wszystkie osoby, które uczestniczyły w wydarzeniu otrzymały piwo Lech Free 0,0% Kompanii Piwowarskiej, którym można cieszyć się zawsze, nawet po treningu, bo tak właśnie robią Lechendy.
W jedno popołudnie do zabawy dołączyło blisko 30 osób. Wszyscy uczestnicy przemierzyli łącznie 124 km – to prawie tyle, ile wynosi trasa z Warszawy do Łodzi.
Za realizację pomysłu w oparciu o claim marki „Lechendy mogą wszystko” odpowiada agencja Tailor Made PR, a reakcje mieszkańców stolicy uchwyciła ekipa Szaban Produkcja.
