Pro Velo Schweiz “Level Up Your Ride” hits target 3 weeks early and secures second campaign flight

Cyclists often overestimate their abilities and rarely seek out formal training, which makes engaging them in a voluntary safety course a major challenge. Pro Velo needed to reach a wide adult audience, promote a new digital learning product with three progressive stages, and drive sign-ups, all without a legal or institutional obligation to participate. With limited time and budget, the campaign had to create real pull-through messaging, incentives, and visibility.

• Position “Level Up Your Ride” as a motivating and fun way to become a safer cyclist
• Drive at least 5,000 course registrations within 10 weeks
• Maximise reach among adult cyclists in German- and French-speaking Switzerland
• Create high visibility in Zurich through city-owned media inventory

We developed the creative platform “Level Up Your Ride”, turning training into a personal challenge with a positive, gamified tone. The campaign ran nationally across Meta (Instagram, Facebook). In collaboration with Stadt Zürich, we extended the campaign into the physical world with tram ads, full bus wraps, and posters across the city. The chance to win an e-bike incentivised sign-ups and completions. Automated email reminders supported participants in completing the three stages of training.

• Campaign goal of 5,000 registrations was reached three weeks early, with a final result of over 8,400
• Over 43,700 landing page visits
• Campaign visibility extended city-wide through OOH in public transport, prompting Stadt Zürich to commit to fund a second campaign flight