Giant ditches pro rider sponsorships to champion ‘real riders’
Bike brand Giant is ditching some of its sponsorship deals with professional riders and instead sponsoring ‘real riders’ – BMX hoons, kids with training wheels and people who trundle to work with baskets on their bikes.
http://youtu.be/feOMTBxdZDg
The agency behind the campaign, which launches to coincide with the SBS coverage of the Tour de France, was Leo Burnett Melbourne.
Anyone can apply to be sponsored at Giant’s website. There are 30 ‘real rider’ sponsorships up for grabs.
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Leo Burnett Melbourne
Nice. Giant seem to be doing some good work for cycling.
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is that carl williams ?
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Great! more people on the road who run red lights, dont use cycle lanes, and wear way too much lycra! 🙂
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Great idea… if it actually worked. I just tried to sign up and it kicked me off, saying the session had lasted more than 10 minutes. My login and password don’t work either.
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Would be nicer if Giant actually stopped sponsoring pro riders in favour of everyday riders. That’d make it a genuinely brand-defining exercise.
As it stands, all they’re doing is running a sales promotion where 30 people win a bike, a helmet and some gear. Total: probably 15-20 grand cost to client. A very run of the mill kind of promo.
And meanwhile, they’ll still spend a fortune on their sports-marketing assets. Just like every other sports company.
Nicely shot spot though.
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yep, nice idea let down by terrible web experience
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@richie – couldn’t be Carl Williams – he was killed with a bike seat
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Unauthentic in delivery in my opinion. It could work against the brand. That VO made me cringe with “advertising”. That is more something you would do and get found out for instead of bragging about it.
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@D1CK0 – Yep, same experience. Signed up, timed out, cannot log in. Good idea, poor user experience.
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A great campaign concept – hope it goes well for Giant 🙂
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Thanks for all your comments.
Yes we’ve had a couple of small issues for a very small number of users, but we’ve also had well over 1000 registrations in a 3 day period, and fantastic user interaction on the site, that is resulting in at times up to 50+ users online at any one time, so it’s going ok I think.
Again, thanks for your interest and feedback.
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All you wingers should get a life. You should realize that there are people out there that can never afford a new bike and this is a GIANT opportunity for them.
If a company can do some good and also advertise at the same time so be it
ONCE AGAIN GET A LIFE.
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The people complaining about “being kicked off” the site after ten minutes clearly didn’t read the notice saying “you have ten minutes to complete this section.” You only have to enter some details and then you can log back in later when you have as much time as you like to complete your profile.
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