City of London – Public Service Announcement

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The Challenge

In early 2023, the City of London planned 50 outdoor movie nights in parks throughout the city and wanted to include a message before each one that promoted bicycling.

Their challenge was how to do so in a cost-effective manner that didn’t involve sending a city staffer to each and every event across the city to communicate a message that would last less than a minute.

Our Solution

In consultation with city staff and a local bicycle advocacy group, we developed a short Public Service Announcement (PSA) that used a variety of exciting hand-held gimbal shots to capture riders of all ages and backgrounds on different styles of bicycles in a variety of locations throughout the city. 

The fast-paced video was then set to music and included a voice-over to guide the viewer along and direct them to appropriate resources.

The Results

This dynamic Public Service Announcement promoted Bike Month in June and then played all summer long in the pre-roll ads at the beginning of each movie. In addition, the PSA’s that were posted on London’s social media sites had higher-than-normal viewer engagement.

Example of a Pre-roll ad in Powell Park for one of the “Movie Nights in London.”