For Electra Bicycles, we went about it the right way. We started with a creative brief and specific direction from the marketing department on where they wanted to take the company, and from that we developed a comprehensive brand brief and overall strategy before we even ventured into the creative phase. So we had a solid foundation and knew exactly who the brand was and what story it wanted to convey to its customers when we came up with the “Way to roll” campaign that celebrated positive efforts by young people who were leaving their mark on society by doing humanitarian works. The brand was tipping its hat to the young people with the “Way to roll” tagline as well featuring them in ads that described their contributions to the world. The entire project was a huge success and since then the brand has become the clear leader is the casual bike market.
04 – MONTHS TO CREATE A BRAND STRATEGY BRIEF AND SUPPORTING ADVERTISING CAMPAIGN.