Cyclists are a very hard audience to reach. The only way to target them perfectly is to hit the only place they congregate together - cycling routes.

The routes we targeted were extremely well-researched and The Puppet Peloton was able to track down cyclists, direct them to the website and lead them to the event.

But we not only needed to find cyclists, we needed our campaign to make an impact when they saw it. And a peloton made of puppets, cycling alongside our audience did just that.

The Puppet Peloton toured 4 weeks, travelled over 2000kms, was seen by over 1 million cycling fans, reached 150,000 plus on social media and was picked up on national tv. But most importantly it was noticed and followed by cycling fans everywhere.