New Halfords ‘Get on your Bike’ Cycling Campaign Video
If you’ve been reading the press recently, Halfords has been going through a number of changes. A new CEO, a new website with more cycling products, and a new new lease of life in it’s focus to capture more of the cycling market.
At the moment, Halfords has a 33% share of the market, but they clearly hope to increase that number. Until now, they’ve very much been the place to go for budget bikes or family bikes. The reason why you don’t find many Giants, Treks, Colnagos, Specialized, etc is that they didn’t want to be in the store. Which is why the Boardman partnership started.
For £1000 you can buy an entry level carbon Boardman road bike, that will be good enough for even the most discerning cyclist. In fact, whilst riding the Deloitte Ride Across Britain, the Halfords crew, who were supporting the event, counted 58 Boardmans – which is almost 10% of all the bikes at the race!
I’ve got a Halfords branch about half a mile from my house. It has a faded sign, the car park often has rubbish littered about the place, some the staff have a feckless ‘I can’t be bothered’ look about them. In fact, there is no pleasure in shopping at the store.
However, having spent 9 days in the company of the Halfords mechanic at the Ride Across Britain, my opinion of Halfords has increased a thousand fold. They were the most wilco, capable and helpful mechanics that I could have the pleasure of coming across. No job was too difficult, although there were a few mutterings about how tricky it was to fix the new Shimano Di2, but they were a bundle of joy.
So, it makes me smile to see this brilliant advert, set on part of the Olympic road cycling route (Box Hill), because they are clearly making huge inroads to show their understanding of this market. And I hope they succeed, because they deserve more recognition.
Here’s another video clip from the making of their video