Strengthened by the engineering and technological excellence that distinguishes it, the company has created the first Camp 13 High End Speed Group designed for gravel cycling, which combines the performance of the road with the spirit of adventure on the dirt road.
To support the introduction of this revolutionary product in the market, ambitious goals were established:
Campagnolo’s need was to launch an extremely innovative premium product and to position itself within an emerging, dynamic and stimulating segment such as Gravel Cycling. Starting from these assumptions and deepening our knowledge of the product itself, we worked closely with the company and the creative agency to enhance the product’s USPs through the development of vertical contents, highly contextual to the channels and platforms chosen in the media mix.
The product launch approach was to maximize efforts and resource allocation in a very short span of time and rank at the top of all major digital and industry-specific placements across multiple countries, including Italy, Germany, Spain, the United Kingdom, France, Switzerland, Austria, Belgium, the Netherlands and the United States.
In particular, we worked on an activity plan with different goals for all the different channels:
During the launch, the website was at the center of the several campaigns activated and the channels used, reaching the record of visits and the quality of the interaction.
We used specific channels to place and launch Ekar with different formats and placements:
YouTube was one of the main channels within the media mix, where through the launch video and the various forms and formats created ad hoc, it was possible to achieve the targeting goals, interaction and coverage with the campaigns.
To optimize the audience engagement to reach, the storytelling has been improved through the YouTube Ad Sequencing. In this way the user was exposed to various messages related to Ekar in line with the desired positioning of the brand.
The main results we have achieved are: