GIRO SPORT DESIGN
Global mindset, local relevance.
STRATEGY / CREATIVE
Curating Californian sensibilities to a global audience.
Charged with driving a change of perception of the Californian sports brand initially to a metro German audience, we devised an integrated campaign to breakdown pre-conceptions about bicycle clothing and commuting. While transferring through Munich city by bike and riding deep in the Bavarian Alps using local riders, local heroes and industry opinion leaders, the multi-touch point campaign hijacked the biggest store in the city utilising a huge retail footprint and large social network, inviting membership to join a ride club centering around the store and exploring the city. To this day, the engagement is celebrated by Giro that they example globally – creating a culture with legacy that provides for positive change.
Social Media and Instore films to launch new Merino product lines.
“Working with McFaul_Day is a pleasure, in every respect. From helping to tune our position and message for a European consumer; to executing a retail build-out that considered each touch point including staff training, merchandising and after sales engagement; to planning, co-ordinating and even executing content when needed… the results always surpassed expectations. They’re tuned-in with our customers in an authentic way, and easy to connect with as people, which gives their work a depth that consumers respond to. I will always give them top consideration whenever we need support.”