Triumph Motorcycles – Bobber Build Off

Objectives:

Reinvigorate interest in the Bobber and the vast array of personalisation options

Engage dealer network to demonstrate capabilities beyond servicing

Tap into custom audience currently dominated by Harley-Davidson

Drive traffic and leads to website

Activation:

National customisation campaign to engage dealers to show off their customisation skills.

Phase 1 – Dealers customise Bobbers. Roving photographer captured content for promotion on social, CRM and website.

Phase 2 – Customised bikes displayed at Bike Shed festival before opened to a public vote on TGB social channels. Winning bike selected by judging panel and winner announced at DGR Ride.

Results:

13 dealers engaged to produce 13 unique styled bikes. This resulted in 26 pieces of video content along with hundreds of images to populate a campaign page allowing customers to explore the bike and the build process.

Campaign on social maintained strong engagement throughout the month long voting period to deliver 1.2m Impressions and 76.7k Video views. Engagement on the posts was strong with 8.6k Likes/comments/shares