Wiggle, the UK’s biggest online cycle and tri-sports retailer, is set to launch a major new, multi-million pound, multi-channel marketing campaign with the theme ‘This Is How We Roll’.
The new campaign reinforces another year of major growth for Wiggle, with global sales up significantly last year, and ambitious plans to replicate this in 2015. The new marketing campaign aims to increase the retailer’s penetration amongst its core audience of cycle enthusiasts, in the UK and Australia, across TV, press and online channels.
The creative concept behind the ‘This Is How We Roll’ campaign, devised by BBD Perfect Storm, celebrates the relationship people have with their bike and promotes Wiggle as a company run by people who share an equal love for cycling. This is the second campaign to be produced by BBD Perfect Storm following the launch of the overarching Wiggle brand platform, For the Good Stuff, which launched in 2014.
British songwriter, record producer and multi-instrumentalist George Barnett (whose recent cover ‘Get Lucky’ had over 11million hits on YouTube) was commissioned to write and record a song specifically to capture the relationship between man and bike. The full-length song called ‘This Is How We Roll’ is set to be released and made available to download via Soundcloud and Spotify, while the accompanying music video is being released on YouTube.
The campaign comes at an exciting time for the brand as 2015 also sees the continued expansion of Wiggle’s fast-growing cycle-centric customer service ‘hub’ concept, which currently includes Wiggle Workshops (accessible, bike repair facilities within branches of Homebase) and Wiggle Legal (http://legal.wiggle.co.uk/). A further two more services are due to be launched this year.
According to Adam Ryan, Head of Brand Marketing at Wiggle “This year we wanted to develop a campaign that would underline and build upon our recent success and help maintain brand momentum. The new campaign aims to do this by communicating our genuine love and affinity for cycling and by driving emotional affinity with our core audience whilst educating them on our value proposition.”
Jason Foo, BBD Storm CEO explains “ This campaign builds on For The Good Stuff in a simple and endearing way by bringing to life the love of cycling that is in all of us.”
Video Link – https://youtu.be/iGkaJcTcXX8