400 Riders Turned Awareness
Into a Citywide Conversation.

Behaviour: Riding communities | Media: The convoy | Friction: Familiar creators. Simple registration.

Campaign Media

Client
01 / 08
DKMS Bike Rally campaign artwork
Bike Rally campaign graphic
DKMS rider campaign social artwork
Bike Rally campaign rider portrait
Bike Rally community campaign image
DKMS Bike Rally awareness creative
Rider-led campaign creative

The Problem

01

Blood stem cell donation wasn't just misunderstood.
For most people...
it wasn't even on their radar.
DKMS needed visibility that people couldn't scroll past.

The Behaviour

02

Bangalore's riding community already comes together for causes they believe in.
They ride together.
Share the experience.
And bring others with them.

The Intervention

03

Instead of building a campaign around blood stem cell donation...
We built it around a community that already knew how to create attention.
Regional riding influencers mobilised registrations.
A 400+ rider convoy carried the message through the heart of Bengaluru.

Behaviour Riding communities
Media The convoy
Outcome Citywide awareness

The community became both the audience and the distribution network.

The Friction Removed

04

No custom platform.
No complicated registration.
A simple Google Form.
Familiar creators.
A community doing what it already loved to do.

Outcome

05
400+ RIDERS
200% GROWTH OVER PREVIOUS EDITIONS
Zero ON-ROAD INCIDENTS

Why It Worked

06
  1. 01
    Existing behaviour

    Riding communities

  2. 02
    Campaign medium

    The convoy

  3. 03
    Friction removed

    Familiar creators. Simple registration.

Next Case

07
One Message. Five Channels. One Behaviour.

Ready?

08
Contact Bring Us
a Problem