FOCUS Bikes Launch 'The Focus Challenge' - Sponge Marketing
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Focus Challenge Launches in the UK

09 Jul Focus Challenge Launches in the UK

Posted at 10:22h in Case Studies, Marketing by
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Sponge has a strong history of running campaigns to recruit a new wave of strong brand ambassadors.

 

Objective: Increase the awareness of Focus bikes and the brand in the UK, with the launch of the 2016 Focus Challenge

 

Solution:

Sponge created a digital campaign that asked consumers to choose a bike from three categories (MTB/Road/Triathlon), and a challenge from a sourced list of 10 events. The initial campaign was amplified via UK MTB/Road/Triathlon media and event partners, and received over 4,000 entries. Of those, Sponge recruited eight ambassadors representing three different disciplines – each completed a series of challenges.

 

 

Results:

The ambassadors and challenges gained a huge coverage in numerous publications including TriRadar and Cycling Weekly. Sponge chose event partners ‘Human Race’ (that had large databases and good media partners, and ‘Bike Channel’  (available to 18.5 million households). This enabled Sponge to secure TV coverage for Focus Bikes and their campaign via ambassador, Chris Hall which in turn drove brand awareness across all channels.