A Global campaign. Locally. To promote the Giro New Road collection in Germany we involved the local cycling community, to meet and revolve activities around a large retail store in the CBD of Munich. Successfully translating the essence of the Californian brand, we rolled out a localised campaign across multiple mediums to suit a local German market – including billboards, visual merchandising, lookbooks, film and photography and the set-up of a staff run meet ‘n’ ride club (with a reward scheme) organised through the store’s social media channels.
This application of locality, matched to a California based brand expanded to other major European cities and Giro’s select retail program.