Uphills Won't Stop Cycling

April 2025: The Finnish government proposed removing the tax exemption for company bikes.

May 2025: Sales of electric-assist bicycles plummeted by 70%.

67 out of 321 bike shops announced a risk of bankruptcy. This posed a major threat to Ebike Center, which had already stocked its warehouses with new bike models.

Instead of opposing the government’s plan, EbikeCenter chose to strike back: we created a new benefit to replace the tax advantage and built a major campaign around it. We took over the media space, ensuring consumers saw Ebike Center, not competitor advertising. We built consumer confidence that now is a good time to buy a company bike, regardless of what the government decides.

The uphills didn’t stop cycling or sales, which reached a new record, rising by 81% during the campaigns.