Triumph case study

Triumph

We revolutionised interest in the Triumph brand using celebrity biker Ross Noble

Passion

The brief was to develop a campaign which would celebrate Triumph’s 500,000th bike coming off the line at Hinckley in 2011 and take the brand to a non-biking audience.

Purpose

We approached comedian and bike fan Ross Noble to undertake a trip around the UK on board the special edition Speed Triple. His week-long route was guided by fans on Twitter and promoted through national lifestyle media and the regional press.

A series of six videos highlighting aspects of the ‘Sit Down Tour’ was uploaded onto the YouTube pages for both Triumph and Ross Noble.

Results

  • Over 49,000 YouTube views
  • 3.5 million print circulation – including a full page spread in The Guardian Travel section
  • 2.5 million broadcast reach – including an interview with Richard Hammond on the BBC Top Gear programme
  • 6.5 million online reach, plus 150,000 Twitter followers and 25,000 users on Facebook
  • During the week, the campaign generated almost 7,000 tweets and over 4,000 ‘likes’ for Triumph on Facebook
  • 250 bike fans attended an end of tour BBQ at Triumph’s new North East dealership in Newcastle
  • Ross’ bike was auctioned at the Goodwood Festival of Speed, with all proceeds donated to charity Riders for Health
  • Tour footage will be included in the extras on Ross’ next comedy DVD
  • Award winning campaign – Fresh PR Awards

“The Sit Down Tour was a first for Triumph in terms of reaching out to a wider audience using social media and celebrity endorsement. The Tour was a success on many levels. Prova conceived the idea and managed the entire process. Their creativity, passion and their contacts in our target media and throughout the motorcycle industry, are second to none.”Andrea Friggi, UK marketing manager, Triumph

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