Triumph Riding School - Roses Brief
Triumph For The Ride
Brief: Raise awareness for the new Triumph Advanced Riding School
Concept: The Ultimate Mistress
The aim was to connect and compare the relationship riders have with their bikes to relationships they have with people, showing how the advanced riding school can aid this relationship. I aimed to play on the idea that riders usually name their bikes female names, and therefore aimed to personify the bikes as a mistress character.
The campaign focuses on a riders relationship and commitment with their bike, and how well they understand their bike in order to get the most out of it.
Poster One: The Ultimate Mistress - Full Copy
Poster Two: Apparently theres a way your wife will let you keep the new mistress...
Poster Three: Rumour has it some mistresses demand more than to be taken out for a quick spin twice a week.
Poster Four: Whats the only way to keep the wife and the mistress happy?
The placement for these print advertisements is likely to feature in biking magazines such as Bike and Easy Rider as well as features in the brands own Spirit Magazine.
Cafe Culture is a big part of the riding experience and therefore this would be a great placement for the campaign. I think this can work in multiple forms, for example:
One roads leading up to a cafe and also printed on mugs, plates, tables and menus inside of selected Cafes. A good example of a cafe that could be used is Whiteways Cafe- Arundel. I would also consider placing experiential gurilla advertisments in these areas, in order to be striking and eye catching.
Social Media: My research showed that the target audience regularly update their Facebook with photos and statuses of their latest adventures on their bikes. I therefore decided to incorporate the social media aspect into the campaign in the form of competitions, to get people talking about the advanced riding school and the campaign.
Competitions could include:
-Best Bike Names
-Ultimate adventure story with your bike
-What you bought your mistress for christmas
-5 reasons why the bond you have wih your mistress is unbreakable.
All the audience would have to do to enter is upload a status or photo answering the question, including the hashtag #theultimatemistress.
Prizes could include: Bike adventures courses, Customise paint jobs or merchandise.
Merchandising could also be a qurkey spin of from the campaign. The brand could offer pop up stalls where you could print a unique vinal sticker, with the name of your bike to stick on. I think this would be really quekry and people would buy them for people as presents, if not just for their bikes. The stalls could feature at events such as The Distinguished Gentlemens Ride as well as The Bike Shed event, and maybe events such as Goodwood revival or festival of speed.
This could also feature on a section of the website where they could customise their own pinup or name sticker for their bike.
The campaign could also be altered to fit to specific times and events throughout the year.