Giant Bikes approached us to help activate their new Momentum e-bike brand with a global campaign. The challenge was to boost social engagement with commuter audiences with emphasis to increase brand recognition and recall within existing targeted audiences. With the overall focus to increase sign-ups to our CRM databases to offer the audience with a better way to travel.
Currently the biking sector is still recovering from the pandemic where it saw sales rise democratically with everyone wanting a healthier way to spend there time during lockdown. Leading a lot of bike brands to play safe when it comes to there creative approach leading to any brands in the sector looking similar to each other.
Using our strategic framework, 4sight we identified 4 key areas to find the “way in” to our audience.
THE PROBLEM. Life is full of challenges. Work, Traffic, Money, etc. How do they protect their mental and physical wellbeing and get their mojo back?”
HUMAN TRUTH People are looking for an antidote to their hectic lives. 50% have less stress and 70% have more energy during the day due to cycling. Reducing stress levels improves energy levels.
BRAND ADVANTAGE. Momentum produces quality bikes that last longer, giving people more miles of relief from the daily stresses of life while increasing their energy levels
From these key areas we created the strategy proposition of “Rediscover your zest for life.”
Commuters need an antidote to their ‘always on’ lives, with the challenges of work, traffic, money, etc.
The rise in mental health concerns and the stresses of life today means that people are constantly trying to find ways to protect themselves from stress and anxiety, and to find the energy to live their busy lives on their terms.
Momentum gives commuters MORE MILES TO GET AWAY FROM THE STRESSES OF LIFE to increase their energy levels, and to love life more.
#ARRIVEENERGISED with a Momentum.
We created a series of short form videos fit for social showing the commute on a Momentum e-bike and the payoff of having a better day all round due to the physical and mental benefits. Shooting across 3 cities in 3 days capturing 3 different commutes.
