Starting the TWINNER revolution with a strong campaign
TWINNER is the latest S-Pedelec from Thömus, a renowned Swiss bike manufacturer. TWINNER represents the pinnacle of technical excellence, boasting top-tier components and cutting-edge design.
Ambition: Awareness
Our mission was clear: create awareness for the TWINNER S-Pedelec, connect with the target audience, and give the product a voice that exudes pride, self-confidence, and technical superiority.
Action: Let TWINNER speak
1. Linguistic concept
We redefined the concept of being “on the way (unterwegs)” by coining the term “überwegs”. This linguistic twist elevated TWINNER’s brand identity, positioning it above the ordinary.
2. Social Media Strategy
- Lab Phase: Before the official rollout, we crafted bold statements and proud presentations to build anticipation.
- Usage Phase: Showcasing TWINNER in action, focusing on its core features and the joy of riding, in urban areas and the countryside.
3. Image Video
We produced a compelling video that shifted away from pure technical staging, instead focusing on real-life usage to spark the joy of riding – the Fahrspass – and the sense of adventure that TWINNER brings.
The video highlighted TWINNER’s use in various scenarios, blending the thrill of urban rides with the serenity of rural landscapes.
4. Landing Page and Campaign
We launched a digital campaign with targeted banners, social media ads, and programmatic advertisements to reach our niche audience: innovation enthusiasts who value high-performance bikes.
The banners lead to a sleek landing page that introduced TWINNER’s technical specs, the vision and offered an Early Adopter discount.
Impact
- Successful Engagement: Our strategy resonated with the target audience, sparking interest around trendsetters.
- Sales Milestone: We helped TWINNER sell its first 100 bikes through the Early Bird campaign.
- Brand Positioning: TWINNER was firmly positioned as a high-end, technically superior bike for trailblazers.