SHIMANO EUROPE
Caring for your Bike
Industry / market
- Sports cycling, Mobility, Leisure
TerRitory
Global
Challenge
From road racing, mountain biking to urban commuters, every bike needs to be looked after properly. Bike maintenance is essential to safe and smooth riding. But it’s often overlooked. Shimano Europe asked us to develop a multi-year strategy and concept to increase consumer awareness around maintenance. With the ability to convert this into behaviour, specifically towards bike dealers. After all, they’re the trusted experts in bike maintenance and servicing.
Strategy
There are 3 elements to keeping your bike well-maintained: preserve your bike’s performance with practical bike-checks, replace with high-quality Shimano Original Parts and visit your local dealer for servicing.
For the first time, our strategy connected these elements into one compelling narrative. Putting the rider at the heart of the story enabled us to demonstrate how to maintain your bike in the best possible way.
Idea: Caring for your Bike
Our creative platform shows three interconnected scenarios – cyclists at home, cyclists on the trail, and cyclists in stores. When combined, the content creates an engaging story for consumers. Explaining how they should take care of their bikes, what parts they should buy, and how the knowledge and expertise of certified mechanics can help.
After a successful European pilot project, the content and campaign(s) were rolled out across Europe, the Americas and Asia. For 2024, we will continue to create content across different touch points, from retail, e-tail to social channels.
Results
Our concept perfectly captured Shimano’s best-in-class product technology, combined with customer-centric content. Shimano Europe’s Herman ten Kate: ‘‘Caring for your Bike is more than just a campaign; it’s a platform that allows us to educate and inspire cyclists to take care of their bike in the best possible way’.
