Launch film, social · 2025
Haul Bikes
Launching an AED 19,500 family e-cargo bike to parents who think cargo bikes are for couriers and Amsterdam.
The challenge
Haul Bikes builds electric cargo bikes in a workshop in Al Quoz. Its second model, the Haul Two, carries two children and the shopping, and costs AED 19,500. The bike was ready. The audience wasn’t: most parents saw cargo bikes as something for delivery riders, or for cities with cooler weather.
Paid social was getting cheap clicks and almost no test rides, and nobody buys a bike that price without riding it first. The launch had to get parents onto the saddle.
The idea
The school run, but loud. We treated Haul owners like a band people want to join: a sixty-second launch film shot as a music video on the morning school run in Al Barsha, in the first cool weeks of the school year, starring three real families, a brass band and one very calm dog.
What we made
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Launch film
A sixty-second film directed in-house by Karim Mansour, plus fourteen cutdowns for social and cinema.
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The Haul Tour
Free test rides in six parks, from Al Barsha Pond Park to Dubai Hills, over six weekends of the cooler season, booked from the film.
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Social campaign
Behind-the-scenes clips, owner stories and a playlist for the school run.
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Retail kit
Posters, swing tags and a test-ride stand for nine independent bike shops in Dubai and Abu Dhabi.
What happened
- views of the film in its first month
- 1.9m
- test rides booked in eight weeks
- 2,300
- days to sell the first 400 bikes
- 11
From the project
Tap any photo to see it larger.
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Dubai Marina, 6pm -
Karim directing take nine -
One of three families in the film -
The test-ride poster
They made a bike company feel like a band people wanted to be in.
Want this kind of loud?
Tell us what you’re making and when it needs to land. We reply within two working days.