Continental & Crankbrothers
Continental & Crankbrothers
Project
Unique Riding Experience is an activation project designed to promote Crankbrothers’ new Synthesis XCT11 wheels and Continental’s Cross King tyres in the context of the Südtirol Dolomiti Superbike 2019, Europe’s most spectacular mountain bike race.
Strategic Legal Consultancy
SAY managed the project in all its phases: analytical, strategic and operational. Additionally, the agency supported the brand promoters through legal consultancy in the following activities: identification of the format, drafting of the rules and conditions of participation, drafting of the agreement with the winners, and ensuring communication compliance.
Website Development
SAY created the project’s website, designed to achieve several objectives: to tell the story of the initiative and how to participate, to promote the products and to collect data from participants, profiled according to the brands’ requirements.
Corporate Image Management
The agency oversaw the project’s creative direction, from naming to the development of the visual identity and corporate image, which was then adapted into all the content and communication tools: website, social media, video, newsletter.
Photo, Video and Content Production
SAY was responsible for the production of content to promote the user experience of the products before, during and after the competition. Videos, photos and written content were produced in Italian, English, German and French.
Social Media Management
To promote Unique Riding Experience, social advertising campaigns and posts were created for Facebook and Instagram. In addition, newsletters were sent out in Italian, English, German and French to reach all subscribers to the Südtirol Dolomiti Superbike 2019.
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