Objective:

Bell’s ambition: Introduce and establish the Sweep helmet as the ultimate racing helmet for winning road and mountain-biking races.

Target Audience:

Road cyclists and mountain bikers skewing male; cyclists who are interested in racing and winning. Or cyclists interested in elevating their riding into the realm of racing.  Beauty, style and function are afterthoughts when it comes to equipment - performance is top of mind when choosing cycling gear. 

How Magazines Were Used:

Cycling and mountain biking publications were used as they have proven the most effective method of communication to reach the core enthusiast target. 

Results:

Victorious! The Sweep helmet alone accounted for 20% of Bell’s overall sales. The campaign also succeeded in reviving Bell as an elite retail product.

Industry Awards:

Other Recognition:

Comments: