Branded entertainment in the UK is a developed market, but is regulated much like other advertising and needs to adhere to guidance given by the Advertising Standards Authority.

The audience were targeted via Youtube prerolls as well as posting in Halfords owned social media feeds including Facebook and Twitter.

(for results see Confidential Information box below)

“Our brief to Red Bee was that we wanted Halfords to be truly famous for video, and as soon as they pitched the idea we were sold. It represents our brand and our passion for cycling perfectly, at the same time as having a tongue in cheek, incredibly funny style.” Tricia Owen-Williams, Head of Customer Experience, Halfords