Approach:
Understanding the Tour de France is the center of the cycling world, where Trek has a significant history at the top step of the podium, HDC created several concepts to engage with its core audience. To communicate the brand’s passion for cycling, its industry leading carbon fiber technology, and its availability at retailers across the country, HDC unveiled a series of TV spots that were scheduled to run when the world’s interest in the sport of cycling was at its peak.
Solutions:
OCLV TV Spot
Highlighting the science, craftsmanship and technology that goes into every OCLV bike, HDC clearly positioned the Trek Madone as a finely tuned piece of cycling art. Using an innovative and appealing CGI-build visualization with an original music score, the spot artistically conveyed the beauty and performance of the product itself.
Placing the spot into regular rotation during the Tour de France broadcast on the Versus network, the Trek brand remained synonymous with technology at the highest level of the sport.
Project One Spot
Leveraging and extending the assets created for the OCLV spot, HDC next seized the opportunity to highlight customer options and the customization process that exclusively goes into the Trek Project One bike-building program.
Both the OCLV and Project One spots used stunning visual effects and motion graphics by Aurum Design with added support from renowned producer Patrick Buckley. The Trek spots were also translated into 7 languages and were delivered as :30s and :25/:05s commercials for broadcast and retailer use.
The Big Deal
In addition to the spots running during the Tour de France, HDC simultaneously worked on the development of Trek’s biggest sales event of the year. In order to drive foot traffic to Trek retailers nationwide during the last 10 days of the Tour, HDC produced a :30 and :25/:05 promotional spot that made the Trek Big Deal sale an unmistakably cool experience.
Leveraging popular Trek racing team athletes from the Leopard Trek and Radio Shack squads, HDC highlighted the riders and took advantage of their amusing senses of humor to communicate the enthusiasm of the Trek Big Deal sale. Featuring original hand-drawn illustrations and artwork by HDC, the spot’s animation and attention to detail added an element of entertainment that put it over the top.
At nearly every consumer touch point, HDC had a hand in the designing the marketing support for the Big Deal sale. HDC developed retailer kits for point-of-purchase including banners, hang tags and shelf talkers in addition to the hand-crafted imagery and website support.