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Nov 21, 2009
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Home / Advertising and PIB / Case Studies / Timeline

Timeline

Agency: Crispin Porter + Bogusky
Budget Range: under $5 MM
Percentage of Print in the Media Mix: 90%+
Unit Size: Spread
Other Media:
Media Mix: Case studies that are magazine dominant, 75%+ of total budget

Objective:

  • Improve helmet sales.

Target Audience:

  • Cyclists, 23-45, mostly male, who already view a helmet as an essential part of their cycling ensemble and want a product that is both good looking and proven trustworthy.

How Magazines Were Used:

  • The ads ran primarily in cycling and motocross vertical publications.
  • Vertical cycling publications have proven the most effective method of communication to reach the core enthusiast target.

Results:

  • Sales increased 50%.

Industry Awards:

  • 2004 MPA Kelly Finalist

Other Recognition:

Comments:

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