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Activation / In-store

Yves Rocher: Tricobicicleta

For Christmas 2018 we parked a bike outside Yves Rocher stores that knits while you pedal.

Client
Yves Rocher Romania
Year
2018
Markets
Romania
What we did
Idea, Activation, Key visual, Social

Yves Rocher Romania wanted its stores noticed in the 2018 Christmas rush, so we gave them a bike. The Tricobicicleta, Romanian for knitting bike if Romanian had such a word, drives a knitting machine. You pedal, the machine knits, and you walk off with a Christmas gift made with your own legs.

The full Knitting Bike film: a pedal-powered knitting machine set up at Yves Rocher stores for Christmas 2018.

The post copy needed three words: “Pedalezi și tricotezi!”, you pedal, you knit. It ran under #CosyChristmas, which the client made the official hashtag of its winter campaign.

The in-store poster for the activation, inviting shoppers to knit themselves a fluffy pouch as if by magic.
The in-store poster for the activation, inviting shoppers to knit themselves a fluffy pouch as if by magic.

We designed the poster and key visual and planned one in-store post for each of three stores. One draft survives. It sends people to Mall Promenada in Bucharest on 12 December.

The Tricobicicleta outside an Yves Rocher store, with the knitting machine on top and the bike below.
The Tricobicicleta outside an Yves Rocher store, with the knitting machine on top and the bike below.

It nearly wasn’t a bike. On 27 November, nine days before the key visual went out, our task board still asked whether it should be a treadmill or a bike. The bike won, and the knitters got to sit down.

Two shoppers stretch out the red knitted piece that came off the machine.
Two shoppers stretch out the red knitted piece that came off the machine.

Credits

  • Client: Yves Rocher Romania
  • Agency: Tuio

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