In for the ride: Amateur takes on Tour de France

UK – In May, Dan Francis, an amateur cyclist from London, was dropped off in Liège, Belgium with a Halfords bike and invited to ride the four toughest stages of the Tour de France.

His efforts were recorded in a 15-minute documentary and a blog written by Francis as part of a campaign for Halfords devised by creative agency DLKW Lowe.

The campaign, entitled Tour de Francis, aimed to highlight how reliable a Halfords bike can be when riding through the most rigorous terrain.

The storytelling aspect of Tour de Francis is reminiscent of Rapha’s campaign in which the brand asked professional riders to cycle across the UK while documenting their journeys in an online diary.

Storytelling and creating characters are great ways for brands to engage with consumers. To find out more, read LS:N Global’s Personality Brands microtrend.