OPUS BIKES — NEVER HOME CREATIVE

CASE STUDY

HOW SOCIAL FIRST THINKING HELPED OPUS LAUNCH A NEW MODEL & BROADEN THEIR SOCIAL HORIZONS…

Role: Brand Strategy - Creative Direction - Social Campaign - Copywriting - Photography

Key Deliverables: Social launch campaign. UGC generation. Influencer engagement.

CONTEXT:

Opus Bikes is a small Montreal based brand who approached us in mid-summer 2020 for a social campaign to launch their late to market HORIZON gravel & touring bike. As most bike launches are early Spring, they wanted the campaign to be executable and live within 7 days to maximize late summer sales.

CLIENT ASK:

“With limited time & budget, how can we launch our Opus Horizon gravel bike across social channels by using the type of authentic bike photography that riders love browsing, yet differentiate ourselves enough to stand out in the scroll to get the Horizon name instantly known”

INSIGHT:

Riders & bike brands shoot & repost very similar styles of bike photos (if you’re a rider, you know there’s always the cliche bike in front of a barn, a bike standing centre of a road etc.) How could we give these familiar codes a new, unique twist?

Tapping into how long distance gravel riders are constantly discovering new sights & experiencing different streams of thought, the insight of how cycling broadens rider’s horizons rose to the surface…

SOLUTION:

The campaign theme BROADEN YOUR HORIZONS was created with a flexible & unique execution treatment to give our bike shots a unique difference: Any bike photos containing a horizon line were placed together to create an infinite, scrollable horizon line in Instagram & Facebook carousels.

To maximize budgets and awareness & to ensure the theme would extend easily & smartly into UGC, the execution allowed their internal designers to use photography from their influencers & community to create numerous, playful skylines.

This kept executions both consistent yet different enough to stand out in the scroll. The execution device also allowed their internal team to run the theme well into autumn for no extra shoot costs or media investment.

The initiative prompted numerous rider comments and shares of their own photos towards the campaign, putting the Horizon model on the map enough to sell 46 Horizon models even in late summer.