2018 Bronze Automotive
27 Nov 2018
Agency: Keko London
Client: Triumph Motorcycles
Campaign name: The Spirit of 59'
Campaign overview
Reawakening the spirit of ’59 for bikers
The brief
Launching a global strategy to sign up 10,000 motorcyclists to test ride Triumph Modern Classics vehicles
Strategy
A vast initiative required a far-reaching campaign. Keko London and Triumph hit upon the idea of “The Spirit of ‘59”, calling on the brand’s heritage to engage key European markets, as well as the US and Japan. 1959 ushered in a new era of people living life to the full, and was the year the Triumph Bonneville hit the streets.
The model remains a symbol of individuality and freedom for styleconscious bikers, and is reflected in the Modern Classics range that combines leading-edge technology with the rebellious spirit of ’59. Since the campaign needed to be cool, it harnessed the buzzing social media scene around bikes, enlisting influencers to back the test ride offer.
Consumers already engaging with the brand were targeted with a five-phase content plan featuring a prize draw, while lookalike and competitor brands’ customers were also reached.
Creativity
Authenticity was key, as was the need to soup up the prize-draw mechanic. British street artist and Triumph owner D*Face was enlisted to add coolness to the campaign.
D*Face customised three Triumph Modern Classics into two-wheeled works of modern art, creating an instant emotional connection with a style-conscious audience as the vehicles were unveiled on social media. A logo, photography and films were created from the bikes and the offer was clear: book a test ride for the chance to win one of the models.
The initiative coincided with the 59th anniversary of 1959 and celebrated the individuality of the era. Some 750 dealers across eight countries received toolkits containing assets from social media content to POS, equipping them to tell the Triumph story.
Results
The campaign’s authenticity and coolness attracted more than 5,000 comments and 18,000 shares on social media as people revealed their own take on the Spirit of ’59: one in every 18 people who engaged with the ads reacted to them.
Team
Keko London - Ben Whattam, Managing Partner - Flick Duncan, Client Services Director - Emma Ward, Account Manager - Mark Walker, Head of Customer Experience - Paul Zeidler, Creative Director - Mirella Aponte, Art Director - Patrick Pheonix, Head of Content - James Wilsher, Designer - Matt Price, Copywriter - Amelia Sciard, PR and Communications Manager