Brief Explanation

Cervélo, the world’s largest manufacturer of time trial and triathlon bikes, were launching one of the most anticipated products in their company history, the new P5 triathlon bike. P5 Simply Faster is an integrated campaign for the P5, including launch strategy, social strategy, content production, online and print creative. The campaign strategy harnessed the obsessive anticipation for the P5 within the bike community, by drip feeding teaser content via online channels, fuelling excitement and building traffic. The content and design slowly revealed the bike in a series of hotly anticipated monthly instalments.