Gravel riding began in the US where long, remote stretches of gravel road bridged the gap between the worlds of road riding and mountain biking. With the category growth increasing across the globe, so is the competitive pressure. For the introduction of their new range of gravel products, PRO needed to stay on trend and become a top-of-mind brand within this segment.
Gravel riding is all about exploring the route less travelled and bringing the bare necessities along for the ride. Above all – it’s a social experience, riding with fellow gravel grinders. Our campaign strategy amplified this by telling the story of three riders during one of the world’s most epic gravel races: Grinduro Scotland.
Grinduro Scotland is not just a bike race. It’s a celebration of cycling with as much emphasis on the fun as the ride, with excellent food, live music and a festival atmosphere. Our riders faced rugged coastline, lowland marsh, soaring peaks, historic ruins and seemingly endless gravel roads. PRO’s new gravel bags, handlebars and dropper seatposts were with them every pedal-stroke of the way.
ANSWER THE GRAVEL CALL
- From 2019 to 2020, a 149% sales increase across all gravel product categories.
- Compared to overall PRO sales across all product categories, gravel has a sales increase from 3% to 6%.
product introduction, campaign development, content strategy, social content, campaign movie