PRO BIKEGEAR – MTB
Cowbells & Adrenaline
Industry / market
- Sports cycling
Territory
Global
Challenge
Develop an introduction campaign for PRO’s new dropper post range within the MTB category. A dropper post is a height adjustable seatpost, allowing riders to quickly and easily lower their seat height when riding.
It was essential that the campaign increased product knowledge, stimulated conversation around the product category and engaged the audience online and in-store.
Strategy
At the heart of our strategy: develop a strong product category campaign message that resonated with mountain bike riders and formed an emotional bond. We zoomed into how a dropper post enables riders to push their limits.
Idea
‘Adrenaline & Cowbells’: two professional MTB riders – Nico Lau and Scotty Laughland – push their bikes to the max in the French Vogesen mountain range. Blending lifestyle shots with product content, we showed how a dropper post lets riders control their descent into madness.
PRO Bikegear 'Adrenaline & Cowbells'
Results
- Successful product launch at Eurobike, the leading global trade fair for the bicycle business.
- Increased traffic to the online ‘dropper post selector tool’ on the PRO website.
- Sales uplift across the product category.
Responsibilities
Campaign development, content strategy, social content