Giant Bikes
Giant Bikes, the world’s leading bicycle manufacturer, tasked us with launching the Cito e+, a new bike from their sub-brand Momentum. Our primary challenge was to precisely identify and understand the target audience to ensure our campaign resonated effectively. Collaborating closely with Giant’s teams in Taiwan and the U.S., we pinpointed key consumer demographics poised to appreciate the innovative features of the Cito e+.
For a truly 360 campaign, we crafted a suite of tailored content including a compelling brand video that showcased the freedom and ease of the Cito e+, alongside audience-specific videos that catered to the distinct lifestyles and preferences of each segment. We also integrated modern marketing tactics by producing engaging TikTok videos, enhancing the campaign’s reach and relevance among younger consumers. Additionally, we developed “how-to” videos to guide new users in maximizing their experience with the bike. This holistic approach not only spotlighted the bike’s unique attributes but also reinforced its appeal across diverse market segments, ensuring a dynamic and successful product launch.
Videos
For a truly 360 campaign, we crafted a suite of tailored content including a compelling brand video that showcased the freedom and ease of the Cito e+, alongside audience-specific videos that catered to the distinct lifestyles and preferences of each segment. We also integrated modern marketing tactics by producing engaging TikTok videos, enhancing the campaign’s reach and relevance among younger consumers. Additionally, we developed “how-to” videos to guide new users in maximizing their experience with the bike. This holistic approach not only spotlighted the bike’s unique attributes but also reinforced its appeal across diverse market segments, ensuring a dynamic and successful product launch.
PHOTOS
The photography campaign for the Cito e+ launch captured the bike’s sleek design and versatility in urban environments. These vibrant, high-quality images were integral to our marketing materials, visually conveying the bike’s appeal to an active, style-conscious audience, and enhancing the overall impact of the multi-channel launch strategy.
