Bicycles that cost over $10,000 have created a new problem - where do you safely store a bicycle that is worth more than a small car? Our client came to us with a solution: a high-end, totally secure bicycle storage locker that is waterproof, incredibly secure and compliant with Australian Building Standards so it can easily be installed in a parking basement or garage - he just didn't have a brand. We worked with him to develop the Apartment B position and the initial campaign concepts. The campaign launched on Australian website bikeexchange.com.au and had immediate success, with the Apartment B website getting over 300 unique visitors in the first three days of the campaign and nearly 6,000 unique visitors in the first three months.