---
title: "Proposition de campagne de lancement Tolka T2 | Coldframe pour Tolka Bikes"
description: "La proposition de lancement intégrée de Coldframe pour le Tolka T2 à Dublin et Cork : quatre objectifs, six étapes sur 22 semaines, pour transformer la notoriété en essais."
canonical: "https://pr-99.preview.formlio.com/fr/documents/dublin-proposition-de-campagne-de-lancement"
locale: "fr"
type: "document"
lastModified: "2026-10-20"
alternates:
  en: "https://pr-99.preview.formlio.com/documents/dublin-launch-campaign-proposal.md"
---

# Proposition de campagne de lancement Tolka T2 | Coldframe pour Tolka Bikes

## Cover

### Tolka T2 launch campaign

*Electric cargo bike on a concrete studio set*

*Blank backlit bus-shelter poster at dusk*

*Cargo bike on a quayside cycle lane at blue hour*

*Cargo bike front box detail*

*Monitor with abstract campaign charts*

*Coldframe*

## The brief

### What you asked for

*The brief*

Launch the T2 in Dublin and Cork on 18 May 2027. Turn 9 percent prompted awareness into test rides, not likes.

Tolka has sold 2,180 bikes since the first model, 61 percent of them in Dublin, almost all through word of mouth and one Meta account. The T2 is the first bike built for two children and a week of shopping. The Series A closed in January. The board wants proof the model scales beyond early adopters.

The real test is the test ride. Riders who try a T2 buy at 34 percent. Riders who only see it online buy at 1.8 percent. So the campaign is measured on booked rides and cost per ride, with awareness as the leading signal. If any of this is wrong, tell us before you read on.

## The idea

Ride it once. Then try going back to the car.

## Targets

### Four numbers we will be held to

Baselines from your Shopify, GA4 and the December brand tracker. Targets are for the ten in-market weeks, 18 May to 23 July 2027.

### Test rides booked

**1,450**

### Prompted awareness, from 9%

**18%**

### Cost per booked ride

**€64**

### Blended MER, from 2.2x

**3.4x**

## Approach

### Six stages, 22 weeks

1 March to 30 July 2027. Each stage ends with one decision from you.

### 1. Insight, 2 weeks

14 owner interviews, a 1,200-person survey across Dublin and Cork, and your ride-booking data. Output: three audience segments, ranked by ride intent.

### 2. Strategy, 2 weeks

Messaging framework, channel plan and the media split. Signed off before any creative starts.

### 3. Creative, 3 weeks

Three routes to one. Tested with 400 parents in an AI-assisted pre-test before you choose.

### 4. Production, 4 weeks

Two days on set. 24 vertical cuts, six OOH formats, the landing page and four lifecycle emails.

### 5. In market, 10 weeks

Launch 18 May. Weekly creative refresh. A geo-holdout in Galway measures what the campaign adds.

### 6. Report, 1 week

Close report against the four targets, incrementality result and a plan for autumn.

## Past work

### Four launches, four results

Selected campaigns from the last three years. Each one was measured on a commercial number, not reach.

### Ardán Running, city club launch

### Salann Sea Salt, UK grocery entry

*Sea salt on a stone plinth*

### Hollowpine Saunas, pre-order

*Garden sauna at dusk*

### Sruth Water, refill network

*Water refill station on a plaza*

## Team

### Who works on Tolka

Coldframe is eleven people on Pearse Street, founded in 2018. Four of them run this account from day one to the close report.

### Orla Keane

Managing Partner. Leads the account and owns the targets. Ran the Ardán and Salann launches.

### Fiachra Doyle

Creative Director. Writes the idea and directs both shoot days. Twelve years in campaign creative.

### Ewa Mazur

Head of Media. Plans and buys every channel, sets the geo-holdout and reports weekly on cost per ride.

### Kieran Walsh

Data Lead. Builds the live dashboard in Looker Studio and joins ride bookings to media spend.

## Fee

All figures in EUR, excluding VAT at 23 percent. Built from day rates: strategy 1,150, creative director 1,250, media 900, senior designer 850, data 840, motion 820, copy 780, producer 760. Media spend is separate and paid at cost.

### Agency fee

#### Insight and strategy

| Item | Price |
| --- | --- |
| Audience research | $15,390.00 |
| Competitor and channel audit | $6,300.00 |
| Messaging framework and channel plan | $9,200.00 |

#### Creative

| Item | Price |
| --- | --- |
| Campaign idea, three routes to one | $25,540.00 |
| Campaign toolkit and design system | $15,200.00 |

#### Production

| Item | Price |
| --- | --- |
| Product shoot, two days on set | $16,240.00 |
| 24 vertical video cuts | $11,480.00 |
| Six out-of-home formats | $5,950.00 |
| Landing page and four lifecycle emails | $9,780.00 |

#### In market and report

| Item | Price |
| --- | --- |
| Media planning and buying | $15,300.00 |
| Weekly creative refresh | $10,160.00 |
| Live dashboard and geo-holdout test | $7,560.00 |
| Close report | $4,820.00 |

#### Management

| Item | Price |
| --- | --- |
| Account and project management | $15,292.00 |

### Recommended media budget

#### Media, 18 May to 23 July 2027

| Item | Price |
| --- | --- |
| Paid social, Meta and TikTok | $118,400.00 |
| Digital out-of-home, Dublin and Cork | $92,750.00 |
| Creator partnerships, nine parents | $46,300.00 |
| Search and YouTube | $38,650.00 |
| Podcast host reads | $14,260.00 |

- VAT: 23%

## Programme

1 March to 30 July 2027. Assumes one consolidated round of feedback within three working days at each sign-off. Easter Monday and the May bank holiday are built in.

| Task | Start | End | Duration | Label |
| --- | --- | --- | --- | --- |
| Interviews, survey and ride data | 2027-03-01 | 2027-03-12 | 5 days | Insight |
| Messaging framework and channel plan | 2027-03-15 | 2027-03-26 | 5 days | Strategy |
| Three routes and AI-assisted pre-test | 2027-03-30 | 2027-04-09 | 5 days | Creative |
| Campaign toolkit on the chosen route | 2027-04-12 | 2027-04-16 | 5 days | Creative |
| Shoot prep and two days on set | 2027-04-19 | 2027-04-30 | 5 days | Production |
| Edits, OOH, landing page and emails | 2027-05-04 | 2027-05-14 | 5 days | Production |
| Live in market, weekly creative refresh | 2027-05-18 | 2027-07-23 | 5 days | In market |
| Close report and autumn plan | 2027-07-26 | 2027-07-30 | 5 days | Report |

## Terms

### Assumptions and terms

The parts that decide whether the dates hold.

### What the fee excludes

Studio hire for the shoot (estimated 3,900), talent usage beyond twelve months, OOH production and printing of physical sites, and creator fees. Each is quoted before you commit. You contract creators directly.

### Feedback and revisions

One consolidated round per sign-off, within three working days. Two rounds of amends on the chosen route are included. A third round is charged at day rate.

Late feedback moves the launch date. We will tell you by how much the same day.

### Ad accounts and data

Media runs in Tolka's own Meta, TikTok and Google accounts with Coldframe as a partner. All audiences, pixels and first-party data stay with you. On exit we remove our access within five working days.

### Targets

The four targets are commitments to measure and optimise against, not guarantees. If cost per booked ride is above 80 after week four, we pause, report why and agree a revised plan with you.

### Payment

Agency fee invoiced 40 percent on approval, 30 percent at production start on 19 April and 30 percent on the close report. 30 days. Media is invoiced by the platforms to Tolka directly.

## Clients

### From the clients behind the work

> They moved a third of our budget out of Meta in week three because the holdout showed it was buying installs we would have had anyway. Cost per install finished at 2.84.

— Eimear Concannon, Head of Growth, Ardán Running

> Coldframe told us the London OOH test was too small to read and asked us to double it or drop it. We doubled it. It is the reason we got the second listing.

— Rob Kinsella, Founder, Salann Sea Salt

> The pre-order emails did more than paid social, and they said so in the weekly report before we had to ask. 2,340 orders and no surprises on the invoice.

— Aisling Furlong, Marketing Director, Hollowpine Saunas

## Approval

### Next step

Approve by Friday 19 February 2027 to hold the 1 March start and the 18 May launch. After that date the shoot slot goes back to the studio.

### Prepared by

**Orla Keane**
Managing Partner, Coldframe

27 Pearse Street
Dublin 2, D02 YX88
orla@coldframe.ie

### For approval by

**Gráinne Tierney**
Head of Marketing, Tolka Bikes

We have held Thursday 18 February at 10:00 to walk through it at your East Wall workshop.

### Approve the T2 launch campaign

You approve the scope, programme and agency fee above: 168,212 EUR excluding VAT (206,900.76 including VAT at 23 percent), from 1 March to 30 July 2027. We invoice 67,284.80 plus VAT on approval. The media budget of 310,360 is approved separately.