MANGO BIKES / THE CHRONICYCLES
The brief
Keep the Mango Bikes audience warm between purchases. Cycling has long repurchase cycles. The challenge was staying relevant to people who already owned a bike and didn't need another one yet.
The idea
A weekly newsletter with real personality. Every edition had five sections: a customer bike shoutout with a nod to their socials, The Innertube (a film poster redesigned as a Mango Bikes ad), two things worth knowing about, a music recommendation, and a weekly riddle that people answered by tagging Mango on social.
The Innertube
The centrepiece of every issue. Take a recognisable film poster and redesign it as a Mango Bikes ad. Keep the visual language intact, change just enough to make it funny and on-brand. It was always the highlight of my week.
Three years. Every week without fail. Hundreds of editions.
What happened
Thousands of engagements every week. A community that felt like something worth being part of.
