GIANT / Maestro Category Launch

CHALLENGE
Giant Bicycles had been laboring for three years, secretly developing a new suspension system that wasn’t solely reliant on shock technology. This suspension system would revolutionize bicycle suspension forever. The challenge: Create a revolution.

WHAT WE DID
We worked closely alongside world-class athletes, engineers and product managers to gather critical information to help us understand the most important aspects of how bicycle suspension works. We called the suspension system Maestro because of the way it supported crucial components in perfect harmony with one another.

The marketing plan we created was a blend of viral media and above the line advertising engineered to create hype and build anticipation at every customer level. Unbranded advertising suggested that “Maestro is coming”. Media and retailers were inundated with Maestro communication from undisclosed sources. The frenzy created by the Maestro campaign would continue for three months until the release of product.

RESULTS
Sales forecasts for Maestro product far exceeded expectation and Giant received more than one million dollars in additional press coverage at launch alone. What started as a tease campaign ended up becoming the most successful product launch in Giant’s 30-year history.

SERVICES
• Opportunity & Insight Reporting
• Competitive Analysis
• Brand Identity
• New Creative Platform
• Advertising
• Website
• Retail Merchandising
• Print Collateral

ABOUT
Giant Bicycles is the largest vertically integrated manufacturer and supplier of quality bicycles in the world. With more than 100 models, Giant bicycles deliver cutting edge technology, quality craftsmanship and value for every age and skill level. Giant is distributed globally through more than 10,000 specialty retailers in 50 countries.

To download the entire case study click here.