Established cycling brands like Rapha, Gore and Cadence dominate the category, and all of their marketing activity focuses on durability.

Levi’s were looking to enter the market with Commuter, a range of cycling gear that not only delivers on durability, visibility and protection against the elements – it’s also stylish. As the newcomer, we had to prove to our cycling audience that we understood them. By speaking their language through the cultural device of ‘spoke cards’ we stepped directly into their world.

The results proved that the relevancy of the creative execution and bespoke media placement paid off: the campaign generated a 23% response, the highest response rate to date for any Levi’s acquisition mailing.

Commuter also became a topic of conversation on Twitter, reaching over 900,000 people in Europe through the combination of entries and tweets about the #weride promotion. The gallery of bike images on the Commuter product page received 39,638 unique visits (that’s six times the number of cyclists initially targeted with the spoke card).