Objective:

• To serious cyclists, a bicycle helmet is as much a style statement as a practical piece of gear – and Giro helmets represent a badge and connection to success and performance. In an effort to generate sales, the “Animals” campaign used design as a point of differentiation for three of their stylish helmet models.

Target Audience:

• Cyclists 23 – 43 (skew male). To them, a bicycle helmet is as much of a style statement or connection to core status as it is a practical piece of gear. And they are motivated by the badge-value of Giro; Giro’s elite status, and connection to success and performance.

How Magazines Were Used:

• Vertical cycling publications have proven the most effective method of communication to reach the core enthusiast target.

Results:

• Even in a flat market the road was not bumpy for Giro, whose sales grew by 7% in 2002.

Industry Awards:

• 2003 MPA Kelly Finalist

Other Recognition:

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