We created an extensive marketing and retail program featuring a cause-related campaign to promote Velo’s line of aftermarket performance saddles. Advocating wildlife preservation, the Senso Wildlife initiative targeted bicycle enthusiasts via online and print ads, direct marketing, outdoor marketing at trade fairs, an extensive PR campaign, and via displays at retail. All aspects of the campaign were conceived and managed by us. Overall the campaign reached 8.6 million cyclists throughout Germany.
An all-inclusive South African Adventure sweepstakes highlighted the campaign. Strategic partnerships with South African Tourism, South African Airways, Germany’s largest bicycle magazine, Aktiv Radfahren, and the animal rights organization Panthera were the key to a powerful and cost-effective implementation. Velo dealers throughout Germany were set up with campaign promotional materials and raffle packages.
A dealer program showed strong results. 340 participating shops increased their orders and display space for Velo saddles. Campaign PoS material reached over 1.9 million consumers. A portion of the proceeds from the sale of Senso saddles was designated for the conservation of wild cats.
The lucky Senso Wildlife sweepstakes winners and the top dealers enjoyed an exciting week-long sightseeing trip to South Africa courtesy of South African Airways and South African Tourism. An ideal occasion to test Senso’s newest saddles and excellent way to bond with the brand.