Moto Guzzi was launching its first official customization kits, with more than 100 accessories to personalize its iconic v7 model.

But bike customizers and custom bike enthusiasts are a very specific and independent tribe: they don’t love official products and they disregard every kind of advertising.

That's why we chose to create content that was about them, and not only about the product, in a form – a documentary series for the web – that didn't look and feel like traditional advertising.

Moto Guzzi wanted to launch its customization kits on a global scale, so TV was not the right media for our documentaries series: their natural habitat was the web and the world of social networks, where bike customization enthusiasts could interact directly with the content and the product, and where our ambassadors could share and comment our documentaries on their personal social profiles.

We decided to put this product launch in the hands of four independent customization gurus, well known and respected among bike connoisseurs.

With the help of this artisans we created THE SPARK, a series of documentaries that celebrated their passion, their stories, their work, their style and their obsession for creating really unique bikes, always starting from a Moto Guzzi.

The documentaries where then distributed through a dedicated website, through social media, at Moto Guzzi dealers and at international automotive trade shows, from Germany to USA.

But – more importantly – our four gurus published the documentaries on their personal social profiles, and the customizers tribe responded with a huge wave of clicks, likes, comments, shares, and a even huger wave of pride and enthusiasm for Moto Guzzi and its new Garage accessories line.

Moto Guzzi loved this launch campaign, content and conversations about The Spark really flooded the web, and the target audience just keeps talking about it and asking for more. Try googling "moto guzzi garage" for a living proof of the success of The Spark.

Our project or magazine articles about it are the top 10 Google results for searches of the terms “Moto Guzzi Garage”

The documentaries where watched by more than 800.000 bike enthusiasts online and offline at industry events.

News about the Moto Guzzi customization kits have been featured in all bike magazine and also in lots of high end style magazine like Uncrate (http://uncrate.com/stuff/moto-guzzi-v7-motorcycle-kits/)

Impact on sales can not be shared at this stage, but suffice it to say that the first batch of kits was sold out in just a few days.