As part of the account services team at Rethink, I supported Decathlon Canada on Stolen Discount, a brand activation tackling a real problem for Toronto cyclists: bike theft, which tripled between 2014 and 2020. The idea was simple. Cyclists who showed a police report for a bike stolen in 2023 got $50 off a new bike at one of six participating stores in the Toronto and Hamilton area. The initiative launched with a full-page ad in the Toronto Star. It then rolled out in contextual out-of-home placements across the city, including coupon-style bike cutouts attached to bike racks. It was a smart way to get cyclists back in the saddle with quality, affordable gear.
