Triumph Motorcycles – Racing The Record

Background

We needed a campaign that would bring Triumph’s brand and product to life in a way that tapped into key nostalgia behaviour of the target audience BUT with a modern twist – allowing us to tell modern product story through the lens of nostalgia

Triumph partnered with iconic premium turntable manufacturer, Rega, to tell a product story tapping into the classic café racer culture.

Objectives

• Reinforce Triumph’s British premium engineering excellence messaging to NG40 lifestyle and motorcycle audience passions points of music, technology and audiophiles
• Secure coverage in non-vertical media such as music, tech and lifestyle as well as the vertical
• Experiential event for audience to experience the brand
• Drive traffic to Triumph.co.uk and gather leads

Our Solution

We created a 3 phase campaign…

Phase 1 – Creating the Vinyl Record

Triumph teamed up with Flying Vinyl to identify ten up and coming British bands

Over a period of ten days, two tracks from each band were uploaded on Triumph social pages and Triumph’s community voted for the qualifying track to feature on the vinyl – Racing the Record.

Phase 2 – Creating the Record Player

Triumph partnered with renowned British record player manufacturer to create a one-off Street Cup inspired record player.

Pre-event assets were created, news teased to Triumph social community and the story sold into vertical and lifestyle media.

Phase 3 – Launch Party @ Bike Shed

The Racing the Record Vinyl and Rega turntable were launched at the Bike Shed London.

Guests were invited via the bands, Flying Vinyl, Rega and Triumph social media channels, Bike Shed newsletter, Triumph London dealerships and Triumph internal and partner invitations

Three bands performed throughout the evening

In total 163 attendees were confirmed

Video and photographic assets were created

Results

Using a combination of organic and paid for activity, we managed to secure 94 test ride requests (£3.36/lead) on top of the coverage and social engagement