Managing advertisement for tire company

⭐Insight⭐Using our extensive research in the Cooper tire market we were able to identify that riders in the category believe that grip is an essential factor in enabling them to achieve their potential on a bike, and that Cooper had a gap to close in this area vs their key competitors. However, we also identified that Cooper had a heritage in engineering, innovation and design that was second to none, and when this was combined with real world testing in the hands of elite riders Cooper could uniquely claim that they had taken MTB grip to the next level.

⭐Solution⭐Building on Cooper’s Gripology philosophy we developed a campaign and activation plan that dramatised the unique, gravity-fuelled range. Highlighting that the range had been developed from ground up, molecule by molecule, tested by the world's best athletes, to make a range that was suited to every condition and every rider. Encapsulated in the line - Grip to push your limits.

⭐Experience⭐We wanted to showcase the new range with the world’s top tier MTB media , so we created a unique launch event that brought Cooper, global journalists and elite riders together at Dyfi bike park to hear the full development story, and then immediately try the new product alongside the athletes who help test and perfect them on the very same trails. As well as leading to global wide-spread coverage, we also captured content that would be used to fuel the consumer launch on owned and partner social channels. Finally, the full range was launched to riders around the world, using paid social media advertising featuring our animated hero film. This was further enhanced by a co-ordinated push by Cooper teams and ambassadors