● Situation: In 2020-2021, as COVID-19 restricted public transportation, cycling emerged as a secure and cost-effective urban travel alternative in the Philippines. This endured beyond restrictions, with 36% of households opting for bicycles (Social Weather Stations, 2023).

● Brief: In 2016, the company established PRURide Philippines promoting health and fitness through cycling. Through the years, the event engaged a growing community advocating cycling as an alternative mode of transportation.

In 2018-2019, PRURide Philippines featured a Union Cycliste Internationale component, attracting professional cyclists here and across Asia. In 2020, during the pandemic’s height, PRURide Virtual Challenge was launched in Pulse, the company’s all-in-one health management app.

After a three-year hiatus and COVID-19 restrictions eased, PRURide Philippines was held allowing cyclists and families of all ages and fitness levels to join.

● Objectives: PRURide Philippines 2023 transcended its competitive cycling roots and became a family-friendly event, fostering inclusivity and an engaging experience.

In 2023, the company envisioned PRURide Philippines as an inclusive cycling festival, inviting cycling enthusiasts and families of diverse skill levels.

Two legs were held in Clark and Cebu to celebrate its return. A total of 175 bikes were donated to JCI Zugbuana, a non-profit organization advocating cycling to the Cebuano communities marking the parent company’s 175th anniversary.

Various experiential activities held embraced a broader spectrum of cyclists and emphasized well-being for all. A virtual PRURide was held for cyclists who couldn’t join the physical events. The Gran Fondo attracted diverse cyclists, while Family Fun Ride and Kids Cup catered to family bonding. Families enjoyed expo activities, freebies, and a live concert.

Brand ambassadors’ participation allowed a wider audience reach among the cycling community. They included news anchors Gretchen Ho and Kim Atienza; actor Zoren Legaspi; content creators Ger Victor, the Darlings, Jeno Cuenco, Joanna Gairanod, UnliAhon, and John Mier.

● Target Audience: The event’s target audience comprised of existing and prospective customers, cycling enthusiasts, families, brand ambassadors, and the general public.

• Approach: By transitioning from a competitive format to an all-encompassing celebration, the various experiential activities held during the two legs of

PRURide Philippines 2023 underscored the holistic benefits of cycling and cultivated a sense of community.

Brand ambassadors were invited reaching a wider audience among the cycling community including news anchors Gretchen Ho and Kim Atienza; actor Zoren Legaspi; content creators Ger Victor, the Darlings, Jeno Cuenco, Joanna Gairanod, UnliAhon, cyclist John Mier and Philippine National Cycling Champion Ariana Dormitorio.

● Implementation: PRURide Philippines conducted a ceremonial ride in Bonifacio Global City in Taguig, a bike-friendly area in the country, inviting employees, partners, and media. Intensified online, out-of-home advertising and media promotions led to the main events. The Gran Fondo attracted diverse cycling enthusiasts, while the Family Fun Ride and Kids Cup catered to family bonding. Families enjoyed expo activities, freebies, and a concert. Raffle winners received cash prizes; one customer got a free family London trip for four. The company donated 175 bikes through JCI Zugbuana, advocating wellness through cycling amongst Cebuano communities.

● Timeline: Summer - common vacation period for Filipino families.

● Placement: The first leg was conducted in Clark, declared by Clark Development Corporation as a Biker-friendly zone, while the subsequent leg marked the first pure cycling event in Cebu–Cordova Link Expressway, the Philippines' longest sea-crossing bridge.

● Scale: The event attracted over 5,000 participants.

• Business Impact: Attracted 5,590 participants, an increase from over 3,000 participants in 2019. The largest number of participants in a cycling event in the Philippines to date.

● Impressions:

○ The digital campaign garnered 99M impressions, 8.7M reach and 2.9M engagements.

○ Key Opinion Leaders and brand ambassadors’ social media posts garnered a total of 159K engagement.

○ $1.4M in PR values, with coverage from top-tier publications like GMA, One Sports, Philippine Daily Inquirer, Manila Bulletin, Rappler, and ABS-CBN News Online.

○ Social scan showed 1.9K event mentions and 31.7K event-related post engagements.

• Consumer awareness: The company's shift to a more inclusive event format drew a larger crowd of cyclists and families, fostering increased online discussions about cycling's health and eco-friendly benefits, as well as its potential as a family-oriented sport. This includes National Cycling Champion Ariana Dormitorio’s social media post on her fun 100km Gran Fondo experience.