RIDE WITH US WITHOUT COMPROMISE
With a branding campaign focusing on uncompromising quality, we helped the international bicycle brand Specialized expand its audience in the Nordics.
Specialized is a renowned premium brand among cycling enthusiasts. But to secure growth in retail and e-commerce and reach its goal for sales of specific products they had to expand their reach to completely different target groups than those who already knew them. This called for the American brand’s first Danish campaign.
The strategy was to build a new Nordic story for the international brand that is not only seen from the perspective of the performance rider but also encompasses the more pragmatic approach of the everyday cyclist. Specialized’ passion for cycling became the starting point.
With the key message: “Ride without compromise”, the creative concept demonstrates that with nearly 50 years of experience in uncompromising quality bicycles, one can also create the best bikes in the market for children, commuters, and recreational athletes.
The creative concept was developed for a branding campaign consisting of tv, online video, SoMe, display and outdoor. It was followed up by sales activation.