ClientSaris - CycleOps
CycleOps: The Power Is In You
CycleOps’ messaging did a great job of delivering the products’ functional benefit but lacked emotional resonance. LSB’s strategy was build on the insight that the avid cyclists who considered CycleOps cared about cutting times, conquering hills and pushing themselves to be better. They are courageous and gritty, so we developed Saris’ new brand promise: “The power is in you to win. We can help you find it.” After that, it was high gear and the development of ads, videos, events and social—including a virtual training camp that made CycleOps users a community, not just a bunch of customers.