Brief: Activate HTC’s pro cycling sponsorship by giving race-goers across Europe a Quietly Brilliant experience.

Our audience insight: “I’ve got to spend all day waiting for the peloton to arrive and unless I’m in the front row I can’t see anything.”

Activation: A touring unit that allows cycling fans to charge their phones by pedalling official Team HTC-Columbia race bikes attached to a generator. Branded periscopes were dispensed at each race to give spectators the best possible view (and provide HTC with a great presence in media coverage).

Results: When asked, 50% of spectators said HTC had enhanced their race-going experience. 52% of spectators stated they would recommend an HTC phone to their friend. 26,000 periscopes were distributed to race-goers at events including the Tour de France, the Vuelta e Espana, the London Nocturne, the Vattenfall Cyclassics in Hamburg and the Tour de Pologne.