MARKETING TO THE FEW TO ENGAGE THE MANY

Client: Rapha
Campaign: Inside Stories

 

Challenge

Reinforce Rapha’s position as the world’s only truly premium cycling apparel brand.

Insight

True cycle fans don’t just love bikes they love the history and culture of cycling – they compete with each other for knowledge and like to out-do each other with what they know.

Idea

Develop a campaign that speaks to the 5% that know and intrigues the 95% that don’t.

Results

These ads are the touch-stone for Rapha. Whenever we develop communications or engagement ideas they refer to these executions and ask ‘have we captured the true spirit of cycling like these do?”

These executions are still used today – three years after they were first made. And there are few cycling blogs globally that haven’t at some point referenced them.