Case Study

Client:Bank of Scotland
Period:March 2006
Locations:Dublin and Toulouse
Product Solutions:4 x Promobikes
Below is the outline of activities for Bank of Scotland (Ireland) at Dublin airport and in Toulouse by Promobikes Ireland and Promobikes France.

Promobikes had four bikes outside Dublin airport on Friday 31st March along with The Leinster mascot "Leo the Lion"!! Handing out roller banners with "Allez Leinster" printed on them to travelling supporters. The riders also distributed travel brochures/booklets of where to go and what to do in Toulouse - where all the Irish Bars were located, a map of Toulouse etc.

The Leinster Supporters Club produced a T shirt to commemorate the match. These were distributed on the Friday night and before the match on Saturday by the riders.

Promobikes were also given 150 free drink vouchers which were given out by the riders to supporters wearing Leinster jerseys; these were redeemable in De Danu bar (Trevor Brennans bar in Toulouse).

The aim of the activity was to generate as much Leinster Hype as possible. The Promobikes team wore the Leinster jerseys and hats provided.

When distributing the tokens/rollabanners it was vitally important that the fans knew that they were FREE & compliments of Bank of Scotland (Ireland)! I'm sure they got the message.

The stadium held approx. 37,000. 6,000 of which were Leinster fans, the teams biggest ever traveling support. The bikes created a really good buzz outside De Danu bar and outside the stadium.

The bikes traveled from De Danu to the stadium past thousands of supporters, so generatinghuge exposure for Bank of Scotland.

Below is a testimonial from Brenadette Hudson, the marketing manager of Bank of Scotland (Ireland):

"As sponsors of Leinster Rugby we are always on the look out for innovative new ways of promoting our brand particularly on match days.
Using Promo Bikes allowed us promote our sponsorship in a fun way and at the same time gave us a level of interactivity with the fans not possible with other advertising media. We'll definitely use Promo Bikes again!

Bernadette Hudson
Senior Marketing Executive
Bank of Scotland (Ireland)
Bank of Scotland House

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