E-Bike Safety

Amélie partnered with the Office of Innovative Mobility at the Colorado Department of Transportation on an exciting effort to educate Colorado e-bike riders about riding tips and traffic laws. Being proactive in launching this campaign was crucial for the development of Go Safe, Go Far—a memorable and informative campaign designed to teach riders key safety practices as e-bikes grow in popularity across the state.

E-bike usage in Colorado was projected to rise significantly, fueled by state incentive programs that made them more accessible. While this growth supports sustainable mobility, many new riders were unfamiliar with traffic laws and basic operation before hitting the road. Without proper education, the potential for crashes and unsafe riding behaviors increased.

Operating an e-bike differs from a traditional bicycle—electric motors add speed and weight, changing how bikes handle and stop. Many new riders underestimate these differences, creating a clear need for Go Safe, Go Far. As rebates and incentives continued to expand access, educating riders on proper operation and safety laws became essential to set a precedent for safe, sustainable e-bike use statewide.

Go Safe, Go Far was built around a proactive message: educate riders early to promote safety and confidence on Colorado’s roads. The campaign featured a traffic-safety-inspired color palette to visually reinforce key safety messages and associate responsible riding with an enjoyable e-bike experience.

A reach-based, geo-targeted media strategy helped maximize awareness and education among Colorado riders. By leveraging third-party data, audience interests, and location-based targeting, the campaign delivered multiple touchpoints across channels, meeting riders where they were and inspiring them to go safe, go far.

Following a growing trend of teens on E-bikes, CDOT tasked us with expanding the Go Safe Go Far campaign into a youth-friendly campaign. Building on the Adult-targeted campaign we wanted to keep the messages educational while making the content  more appealing to teens. By pairing eye-catching short videos with a research-based bright color palette and terminology rooted in the Gen Z cultural zeitgeist, the second iteration of the Go Safe Go Far campaign was a huge hit. Expanding on our existing media mix of Digital OOH, Social, Connected TV, YouTube, and Meta, we added youth-specific platforms like TikTok, Snapchat, and Reddit to reach our target audience.

Overall Reach: 18M+ total impressions across Video, Out-of-Home (OOH), Digital, and Social tactics.
Video Performance:

• Pre-Roll achieved a 71.3% video completion rate in its first year.
• 6-second videos delivered the strongest completion rates.
• Geofencing from poster locations improved engagement.

Meta (Social):

• Generated 8.74M impressions, exceeding expectations through expanded audience targeting.
• Static images outperformed video in engagement, signaling opportunity to further optimize video content.

Digital Out-of-Home (DOOH):

• Captured 811K impressions in key e-bike commuter locations.
• Weekday targeting maximized visibility during peak travel times.

Display Banners:

• Delivered 265K retargeted impressions using first-party geofencing data.

Achieved above-benchmark CTR, suggesting strong opportunity to expand this tactic.