Triumph Motorcycles – Explorer Challenge

Insight

Audience mocked the ‘adventure’ bikes as being the sole domain of middle-aged motorway users, not fit for proper performance.

Idea

Create a piece of content to challenge those perceptions in a way that they identified with.

We created a piece of content that demonstrated the biggest bike of the range taking on a go-kart track (to demonstrate its nimbleness), an off-road course (to demonstrate its slow speed technical performance) and a motocross course (to demonstrate its bloody good fun)

Incentive led lead-generation advert ahead of new model launch generated test ride requests and challenged perceptions

Results

• Awareness – 168k people reached
• Interest – 888 social engagements, 82k views and 442 shares.
• Action – 206 test ride requests at a cost per lead of £1.46