PRO BIKEGEAR – TOUR THE FRANCE
SADDLE ACTIVATION CAMPAIGN
Industry / market
- Sports cycling
Territory
Global
Challenge
Activate PRO’s sponsorship of Team DSM’s professional cycling team, within the energy and enthusiasm of the start of the Tour de France. PRO’s high-performance saddles will provide riders with a flying start on the road to victory. Our campaign highlighted the importance of riding with the right saddle, by putting PRO’s online saddle selector tool at the heart of our strategy and concept. Campaign was rolled out in Benelux, France and Germany.
Strategy
Our objective: create engagement with Tour de France fans and converts this into data capture (e-mail addresses). We developed a concept and content for a multi-platform activation campaign, in order to create a positive brand association for PRO.
Idea
‘Save your Seat’ and win a PRO x TEAM SUNWEB giftbox, including your perfect saddle. Via different channels we pursued cycling fanatics to go through the PRO saddle online selector and check out which saddle fits them best. After finishing the saddle selector, they’re invited to sign up for the giftbox. Via e-mail we followed up with content telling the story about PRO saddles.
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