The Announcement

The Rift Zone 275 is Marin’s most popular mountain bike.

Nikki travels the length and breadth of the country communicating the message that the Hawk Hill Rift Zone 275 is Marin’s most popular mountain bike. From the top of Ben Nevis with a loudspeaker. To a crowd at a busy trail centre. Projecting the message on a hillside at night. Announcing over a supermarket tannoy. Painting it on the side of a Bristol building. Printing it in the pages of a magazine.

Nobody will forget Nikki’s simple message: The Rift Zone 275 is Marin’s most popular mountain bike.

It will create intrigue in people who know the Hawk Hill.
It will introduce Marin’s most popular mountain bike to people who don’t.

Media: 

  •  3 x 30-second teaser clips for social and paid promotion
  • 1 x press release including detail of the name change — by this point, as far as anyone is concerned, the Rift Zone 275 is Marin’s most popular mountain bike, anyway
  • Optional Rift Zone action edit, TBD

 

Timing is everything:

  • The three short videos are released at set intervals prior to the all-explaining press release
  • They will get people’s interest and affirm that the Rift Zone 275 — not the Hawk Hill; we are consigning that name to history — is Marin’s most popular mountain bike
  • Then the press release, published after the three shorts, explains (in a similarly light way) the name change

 

Campaign covers:

  • Word of mouth
  • Social
  • Traditional

 

Includes real page advert in MBUK/other with the simple message full-page.
Includes painting the side of a Bristol building with the simple message.
Includes travelling the country to a number of key destinations to communicate the simple message.

It works on different levels.
It is memorable.
It has the potential to create momentum around the bike and brand.
It clearly communicates a message.
It’s fun.

We hope you like the idea.

PS: The Rift Zone 275 is Marin’s most popular mountain bike. 

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