Lectric ebikes midlife cyclists
The first midlife splurge your doctor, wallet, and wife all approve.
Lectric is catching men at their most vulnerable and reckless stage. Instead of letting them hemorrhage money on toys that do nothing for their health, we redirect them toward a purchase that actually helps them feel young again.
ADs: Kristen Bongco & Ana Laura Vallejo
CW: Jackson Knox
FB Marketplace Hijack
When a middle-aged man searches for something like "Corvette," Lectric appears as a promoted listing. The ad copy will gently roast his search while offering the healthier (and cheaper) alternative.
SEO Hijack
Intercepting Google searches that scream midlife crisis. The Lectric website appears at the top of the results with copy directly related to his search.
for the wives
We won’t forget their partners. We’ll meet them where they’re already problem-solving, with smart copy that helps the real decision-makers steer him toward the better upgrade.
OOH
Car Show Hijack
An in-person activation at local car shows. The attendees are already in the mood to spend on something that makes them feel alive; we're just giving them a better option.
The midlife cyclists club (TMC)
A real, joinable eBike riding club for middle-aged men. Rides are social and low-pressure. Members get routes, community, and a reason to leave the house that isn't a dealership.
