Introducing a luxury line of the best bicycles on the planet was no easy effort. It required a deliberate blend of innovation, craftsmanship, and strategic storytelling to elevate the brand beyond its established reputation.
Black Inc.
These bikes are the embodiment
of innovation, making their presentation in a comprehensive
360-degree B2B campaign essential.
Delivering a full suite of assets ensures that the national sales initiative is fully supported.
Problem
How do you target an elite consumer athlete that is tech driven and willing to ride the best bike in the world? Then empower local dealers to support it.
Solution
You position the bike as a work of art. Something you can hang on your wall, but way too amazing to not ride it. This is a bucket list bike to ride at your bucket list cycling destinations. Think dolomites, think Perre Rubeu, think French Alps.
Execution
Create an art gallery destination for your dealerships to visit and inspire them to educate their customers. Provide assets including videos, catalog story books, dealer books, and the necessary signage to help support your sales team.
Highlights
Increased brand awareness
Generated excitement for launch
Increased sales by 20%
Supported partnership component manufacturers and built recognition.
With such an artistic approach to a high-end bicycle, it was only natural to present this line of bikes within the context of an art exhibition.
Dealers were invited to experience this event beyond the surface, appreciating the craftsmanship and innovative design. This approach aimed to inspire them with new ideas on how to showcase and market the bike effectively, ultimately enhancing their sales strategies and customer engagement.
