There is no single truth
In a dynamic market it’s essential to continuously show your added value. With this campaign Shimano wants to strengthen its market leadership, increase sales and gather relevant data for future product development.
Strategy // Concept // Design // Copy // Art-Direction
To provide the consumer with an independent view on drivetrain selection we’ve travelled the world to depict stories from professional bikers. In a series of documentaries professional riders share their personal preferences and give advice on how to choose wisely. The videos are distributed via social media to generate traffic to the advisory tool. The campaign is supported with events, social, display and print media.
We’ve developed an online advisory tool that helps the target group with choosing a drive system on the basis of facts and personal preferences. Shimano shows that it offers the perfect product for many different purposes. The data collected during the campaign gives a unique insight into the target group. This helps Shimano to maintain its market leadership in the future.