Challenge
Cycle Gear realized they needed to revamp their brand positioning to create greater awareness and drive sales. To do this, the motorcycle retailer called on LO:LA. We first created a centered message of “Just ‘Round’ The Corner”, which exemplified how Cycle Gear was always nearby, but it also touched on the excitement of that next great ride. From there, we created a 360-campaign appealing to the different “tribes” of riders- Harley riders, street bike riders, off road/dirt bike riders, weekend riders, etc. Through exciting videos and bold billboards, we looked to unite these tribes through the simple idea that no matter what bike type you ride, the physics are the same and that feeling of adrenaline, control and power is – JUST ‘ROUND’ THE CORNER’
Solution
CAMPAIGNS – Concepts – Art Direction – Copywriting – Billboards – Photography – Social Media VIDEO – Storyboards – Scripts – Production
Results
We ended up with a CPM of $1.45, and we were paying $20 to $22 per $1,000 and our target online was $5 per thousand — so we beat that by far. In the first four weeks of the campaign where clearly it was new and our frequency was very low, we did completion rate on the viewing for our 30-second commercial which is incredible. It had the best completion rates and also had the best clickthrough rates. Over the total campaign, we still kept our frequency pretty low, but by the end of the campaign period which is the riding period from March to September, and at the end of that, our completion rate on YouTube pre-roll was still at 56%. We knew that the execution was engaging our audience. “LO:LA’s incredible creative is complemented by their collaborative approach, putting them above any agency we’ve worked with.” -Brian King, SVP of Marketing, Cycle Gear Inc.
LO:LA
We are a modern, creative and marketing agency that specializes in helping a company’s brand engage, evolve and most importantly THRIVE. LO:LA can bring to life what’s most compelling for your customer, from a full-service approach to a specific project or campaign, allowing you the choice to commission all or...
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