Leo Burnett Melbourne Case Study: How Giant Australia opened their sponsorships to everyday riders during the 2011 Tour de France
January 25 2012, 10:08 am | | 20 Comments
The sponsorship of famous athletes has become the formula for selling sporting goods the world over.
To connect with the 99% of cyclists who aren’t professionals, during the 2011 Tour de France, Giant Australia via Leo Burnett, Melbourne opened their sponsorships to everyone, offering an official contract to 30 everyday riders.
20 Comments
Best bike giveaway i’ve seen in ages… zzzzzzzzzzzzzz…
As a cyclist I’m always up for a free bike, but being able to say that I’m sponsored would be bloody sweet.
Nice insight guys.
damn how can I get a sponsorship?
Seems like something that really connects
Smart insight, bet it worked it’s arse off too!
What a fantastic campaign. Regardless of whether you are a cyclist or not, it really is quite a compelling way of getting peoples attention!
Was this working in tandem with a brand campaign?
Nice brand engagement idea. I entered. Didn’t win but good concept all the same.
Smells a lot like After-hours Athletes to me.
Kids on bikes. Now that’s inspirational.
Insight? Seriously? It’s a basic promo concept. And not a good one.
Huh, Huh? No insight? Are you kidding? You should be fired!
A promo hidden in an idea? My god – next they’ll be calling such a thing ‘promo and activation’ and awarding this nonsense at Cannes!
good work.
Dear Re-cycled:
How is this anything like After Hours Athlete? Wasn’t that about people getting drunk at night while wearing Puma? This is a smart campaign about sponsoring bike riders who ride their bike to the shops, to work, up the street etc. It’s bloody great too.
Kind regards,
Reality
Is anyone else getting really tired of this standard case-study video style?
I’m not likely to be on any juries this year, but I reckon if I’m feeling like that I’m sure a lot of judges would be.
I hope for this idea’s sake I’m wrong, because I really like it.
You’re right, it is different to after hours athletes – I’ll still remember after hours athletes in half an hour.
Misses the mark majorly for me. It’s not the same as after hours athletes. But at least that was a fresh twist on the norm. Brands using regular people in their ads has been done to death.
Fuck cadel Evans, I’m gonna go down to the park and watch fat guys and kids ride bikes.
Like it. Simple. Smart.