Explore your backyard
Project Scope
- Strategy
- Branding
- Digital
- Marketing
- Content
Opportunity
Faced with the constraints imposed by the COVID-19 pandemic and the resulting lockdowns, Giant turned to WOO for assistance in crafting a marketing campaign that could captivate the hearts and minds of all cyclists. With the bicycle market experiencing significant growth during the pandemic, Giant sought to inspire both newcomers and seasoned riders to rekindle their passion for cycling as restrictions gradually lifted.
Our solution
In response to this challenge, we conceptualised a marketing campaign with a strong call to action – “Explore Your Backyard with Giant.” This campaign message was designed to resonate with Giant's diverse customer personas, catering to cyclists of all ages and backgrounds. It tapped into the prevailing sentiment that, with international borders closed, the time was ripe to discover the hidden gems right on one's doorstep. The goal was to highlight the joy and beauty of cycling without the need for extensive travel, particularly after years of lockdowns and restrictions.
The hero lockup of “Explore Your Backyard” was paired with a handwritten tagline that added a personal touch, making the message relatable to each customer persona. The imagery selected for the campaign showcased the scenic roads and trails that crisscrossed the country, conveying the feeling of reconnecting with nature and experiencing the freedom of cycling.
The campaign was strategically executed across various platforms, including out-of-home print media, social media, and in-store activations. Through these channels, we effectively reached Giant's diverse audience and inspired them to embrace the possibilities of exploring their local surroundings, rekindling their love for cycling, and finding joy and beauty without the need for extensive travel. This campaign was a reminder that adventure and discovery were closer than one might think, right in their own backyard.
