Direct > Product/Service
DEVOTED
DIESEL, Montreal / GURU BICYCLE CORP. / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
The Guru problem was twofold.First, Guru required an exclusive, strong brand image that revealed the profound truth behind cycling, and that was specialised in high-end bikes.
In addition, it is essential for brands selling high-end bikes to pay particular attention to customer relations, owing to the high cost (between $2,500 and $15,000) and importance given to selecting a bike that is perfectly adapted to the client’s needs. Furthermore, up-sell and cross-sell opportunities are common for this target.
CampaignDescription
Guru oriented its relational campaign around the idea of passion towards cycling: "Beyond technical. Spiritual". It was decided to build a privileged relationship with the owners of Guru bikes using three items that would encourage brand associations: (1) a welcome card was affixed on the frame of each bike. Each card, which contained a special code, provided privileged access to (2) a microsite displaying the brand's experience. Following completion of a short form used to create a database, consumers received a (3) 'coffee table book'. Guru thereby benefited from word-of-mouth advertising, which has a significant influence on this fan-based community.
Outcome
Usually, the industry is concentrated on specific technical attributes. Guru's approach was based on the spiritual and passionate aspect of the sport. The raw humour and sacred-like artistic creation exposed this sport as a culture unique to the "true fans" and gave Guru a strong brand image.Guru is on track for a 22% sales increase. More than half of the books have been requested by new Guru bike owners, and the company is expecting to double book production this summer. The new microsite received 4,000 visitors, which is incredible considering the niche that high-end bikes occupy.
More Entries from Other Consumer Products in Direct
24 items
More Entries from DIESEL
24 items
