Social
Facebook Marketplace & Google SEO Hijack
Brand Activation
And 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. A Lectric eBike gets the full treatment: rotating platform, spotlights, velvet rope, and a $999 price tag.
The attendees are already in the mood to spend on something that makes them feel alive. We're just giving them a better option.
Adam Sandler is THE midlife cyclist.
He's not pretending to be 30. He's not overcompensating. He's just a guy who found something that makes him happy and rides it everywhere. As the face of TMC, Sandler is real life proof of concept.
He will cruise around carrying out his errands and naturally, the paparazzi will follow.
The Midlife Cyclists (TMC) is 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.
We'll place sponsored Lectric eBike ads directly in Facebook Marketplace search results for classic midlife-crisis purchases: vintage motorcycles, sports cars, etc.
When a 45-year-old man searches "C4 Corvette," our e-bike appears as a promoted listing. The ad copy will roast his search gently while offering the healthier (and cheaper) alternative.
We'll hijack Google searches that scream midlife crisis.
Our ad appears at the top of results with cheeky copy directly related to the search, positioning Lectric as the healthier midlife move.
Smart, self-aware OOH in places where our audience is having everyday “midlife” moments. We’re reframing Lectric as the fun, practical upgrade they’ll actually use daily.
Midlife Cyclists
The first midlife splurge your doctor, wallet, and wife all approve.
Lectric is intercepting 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 helps them feel young again.
Lectric e-Bikes
AD: Ana Laura Vallejo, Kristen Bongco CW: Jackson Knox