Triumph motorcycles

A full strategy and creative campaign built around specific audiences around the globe to drive test rides on Triumph Modern Classics. 

The idea

1959 marked the beginning of a cultural explosion and the birth of a new attitude to live life to the full; an attitude that inspired a revolution in music, art, and culture, from rock ’n’ roll to Andy Warhol. This hard-won freedom of expression created the world we live in today and still shapes the culture that surrounds us. The original, iconic ’59 Triumph Bonneville encapsulated this spirit and passion for life, and inspired legions of riders, from movie stars to teenage café racers, and a whole motorcycle movement.This spirit lives on today in every Triumph Modern Classic; each loaded with original character, beautiful iconic style and totally modern capability, from the timeless Bonneville T120 and T100 and the contemporary classic Street Twin and Scrambler, to the legendary café racer Thruxton and stunning Bonneville Bobber and Speedmaster.

The results

The brief came in and set us a KPI of 10,000 test rides globally in three months time.
This target was reached after 26 days of the campaign running on paid social, and at closing date we reached 274% of our goal.
Our work was teared and targeted at different audiences to make most of the short lifespan of this campaign.
In order to be relevant when targeting different audiences we approached world renowned street artist D*face to customise and hand paint three of his favourite Triumphs, and they look amazing! And, as a bonus, it gave us some great PR in magazines like Esquire and Hypebeast.

Together with Matt Price on the words, James Wilsher on the design and Mark Walker on the data we made this campaign happen.

Spirit of '59

D*face collaboration

This is an overview of the touchpoints of our campaign.
From print to digital, paid and organic, as in store, live events, eDMs etc.