At the time of launch, there were a few exercise bikes that incorporated an element of interactivity with a screen, either by offering access to lessons, multiplayer races and simulated cycle routes. Our challenge was to position the brand above the competition, promoting both the joy of cycling – and all of the freedom and movement that comes with it – with gamification to make indoor cycling fun and engaging. The ride had been created for casual gamers, not fitness fanatics, yet it can offer the same in terms of lessons and cycle routes, to create a more accessible and exciting exercise experience from the comfort of your home or office.

Mapping brand content to centralise the different streams of communication to clearly communicate your brand at varying levels of complexity, the brand’s personality and expertise, plus commerciality. Driven by the quality and nature of the content, our focus  was on self-publishing through online and social channels and platforms to engage directly with target audiences, and developing good relationships with external, third party journalists, editors, online influencers, and event organisers.