Wiggle’s Music Video Led ‘This Is How We Roll’ Campaign

Cycling retailer Wiggle is rolling out a multimillion-dollar ‘The Is How We Roll’ music-led marketing campaign in harness with musician George Barnett that aims to further increase its penetration in the UK and Australia.

The initiative, which spans TV, press, outdoor, print media and digital in both markets, features a brand new track by the British singer songwriter – commissioned specially for the campaign – also called ‘The Is How We Roll’.

The full-length (slightly tongue-in-cheek) song has been released independently and is available for download via Soundcloud and Spotify, while the accompanying music video is released on YouTube and acts as the campaign spearhead.

Created with BBD Perfect Storm and music agency MassiveMusic, multi-instrumentalist Barnett composed and performed the catchy cycle-centric soundtrack for Wiggle.

Barnett, an emerging new artist from Herefordshire, is signed to MassiveTalent, MassiveMusic’s talent-scout division which connects independent musical talent to global brands, commercials, games, films and series.

Barnett has recently released to hits with MassiveTalent – ‘Light a Fire’ and ’17 Days’ – and has also worked on other commercial brand partnerships such as Axe’s latest South American campaign.

‘Most of the time, sync is about matching songs to brands and you don’t get a sense of what really goes on as the writer, but this was different,’ explains Barnett.

‘It was nice to be involved from the start, working alongside MassiveMusic and Wiggle in bringing in what the client wanted.’

Managing Director of MassiveMusic London, Paul Reynolds adds: ‘We were so pleased to have been able to work with George on this campaign. Not only is he an extraordinary talent, he’s also from a new breed of musicians who manage to work so easily with bespoke compositions, and therefore he really understands how to work with a brand.’

The campaign itself sees Wiggle continue to expand its customer service hub concept: which spans both its programme for having Wiggle Workshops within branches of the Homebase retail chain and Wiggle Legal (a form that represents cyclists involved in accidents).

‘This year we wanted to develop a campaign that would underline and build upon our recent success and help maintain brand momentum,’ explains Wiggle’s head of marketing Adam Ryan.

‘The new campaign aims to do this by communicating our genuine love and affinity for cycling and by driving emotional affinity with our core audience whilst educating them on our value proposition.’

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