Tolka T2 launch campaign
Integrated launch proposal for Tolka Bikes. Prepared by Coldframe, Dublin. Monday 8 February 2027.
What you asked for
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.
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.
0
Test rides booked
0%
Prompted awareness, from 9%
€0
Cost per booked ride
0.0x
Blended MER, from 2.2x
Six stages, 22 weeks
1 March to 30 July 2027. Each stage ends with one decision from you.
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.
Strategy, 2 weeks
Messaging framework, channel plan and the media split. Signed off before any creative starts.
Creative, 3 weeks
Three routes to one. Tested with 400 parents in an AI-assisted pre-test before you choose.
Production, 4 weeks
Two days on set. 24 vertical cuts, six OOH formats, the landing page and four lifecycle emails.
In market, 10 weeks
Launch 18 May. Weekly creative refresh. A geo-holdout in Galway measures what the campaign adds.
Report, 1 week
Close report against the four targets, incrementality result and a plan for autumn.
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
Creator-led launch for a running app across six Irish cities. 41,300 installs in eight weeks at €2.84 each, against a €4.10 target.
Salann Sea Salt, UK grocery entry
Product-on-set campaign and retail media for a first UK listing. Prompted awareness in London moved from 4 to 13 percent in twelve weeks.
Hollowpine Saunas, pre-order
Lifecycle and paid social for a garden sauna. 2,340 pre-orders before the first unit shipped, 38 percent from email.
Sruth Water, refill network
Out-of-home and maps search for 120 refill points. Weekly refills grew 2.6 times in ten weeks, measured at the tap.
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
Weeks 1 to 4.
Insight and strategy
Weeks 1 to 4.
Audience research
14 interviews, 1,200-person survey. 9 strategy and 6 data days.
Competitor and channel audit
7.5 data days.
Messaging framework and channel plan
8 strategy days.
Creative
Weeks 5 to 7.
Creative
Weeks 5 to 7.
Campaign idea, three routes to one
Includes the AI-assisted pre-test with 400 parents.
Campaign toolkit and design system
Type, colour, motion rules and templates for your team.
Production
Weeks 8 to 11.
Production
Weeks 8 to 11.
Product shoot, two days on set
Direction, producer and crew. Studio hire listed under assumptions.
24 vertical video cuts
6, 15 and 30 second edits for Meta, TikTok and YouTube.
Six out-of-home formats
Digital six-sheet, 48-sheet and rail.
Landing page and four lifecycle emails
Built in your Shopify and Klaviyo.
In market and report
Weeks 12 to 22.
In market and report
Weeks 12 to 22.
Media planning and buying
17 media days across ten weeks.
Weekly creative refresh
New hooks and cuts against fatigue.
Live dashboard and geo-holdout test
Looker Studio, Galway as the holdout.
Close report
Results, incrementality and the autumn plan.
Management
Management
Account and project management
10 percent of the fees above.
Recommended media budget
Paid by Tolka at cost, no agency margin. Approved separately once the channel plan is signed off.
Media, 18 May to 23 July 2027
Media, 18 May to 23 July 2027
Paid social, Meta and TikTok
Digital out-of-home, Dublin and Cork
Creator partnerships, nine parents
Search and YouTube
Podcast host reads
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.
Interviews, survey and ride data
Messaging framework and channel plan
Signed off by 26 March.
Three routes and AI-assisted pre-test
Campaign toolkit on the chosen route
Shoot prep and two days on set
Edits, OOH, landing page and emails
Live in market, weekly creative refresh
Launch Tuesday 18 May. Galway held out.
Close report and autumn plan
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.
From the clients behind the work
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.