Brief
Cervélo, the world’s largest manufacturer of time trial and triathlon bikes, selected Reactive as their agency partner for one of one of the most anticipated product launches in their company history, the unveiling of the new P5 triathlon bike.
Reactive was briefed to help develop an integrated campaign for the P5, including launch strategy, social strategy, content and video production, online and print creative.
Design & Strategy
Our campaign strategy harnessed the obsessive anticipation for the P5 within the bike community by drip feeding teaser content via online channels, fuelling excitement and building traffic. The content and design strategy used storytelling to slowly reveal the bike in a series of monthly instalments.
Solution
Pre-launch, the site featured a countdown clock and teaser ‘spy’ images of the bike, updated daily.
Upon launch, our P5 website design showcased the key elements of the P5 that make it a superior triathlon bike. The layout features large, striking photography with the focus on the features while minimal copy provides the user with more technical information, enabling riders to make an informed choice. Reactive maintained campaign momentum by creating a teaser film of the P5s main features, and leveraged Cervélo’s social network channels as a way to spread the film.
We additionally developed an email strategy for the launch, encouraging users to subscribe for the latest updates on the P5 via email.
Future phases of the site will feature the development story of the bike, wind tunnel testing and athletes’ first competiting experience riding the P5.
Results
The launch of the P5 has been an incredible success for Cervélo. The P5 teaser film received over 30,000 views in three days and less than a week later has reached 60,000 +. Site traffic exceeded KPI’s and all expectations, whilst engagement via social channels has been huge. The bike has made a tremendous impact on a global audience of tri-riders and media coverage has been significant.
Interest in the P5 reached fever pitch when spy photos were leaked online to a triathlon forum two days before launch. The photos racked up 72,000 views in a matter of hours.
Snippets of teaser copy enticed fans on Twitter and Facebook with the number of new followers increasing substantially.
Antoine Ballon, VP Marketing, Cervélo said:
“We’re very impressed with the team at Reactive New York; they have delivered an outstanding result within a very tight timeline for their first large project with us and we’re looking forward to working together for a very successful 2012”.