On the Edge with Vittoria MTB tyres
Vittoria has launched its first YouTube advertising campaign to raise brand awareness in one of its key growth sectors – mountain biking.
On the Edge is a series of six short character-driven ads based on experiences all MTB riders will recognise. These light-hearted stories have been given to the true kings and queens of the mountains, the mountain goats – who tell the tales.
From shortcuts that go wrong, missed trails, tricky descents and a failed MTB Youtuber, these authentic human narratives get an entertaining 15-second twist.
We’ve deliberately taken a left turn from standard cycling content in line with the brand’s innovation agenda and to increase recall and engagement. We’re very conscious that the viewer will have searched for content and that this interruption to their viewing would need to be rewarded.
Strategy Partner, Nick Barthram said “To be remembered we can’t just produce another ‘sick ride edit’, we must be different. So this campaign is about associations and feelings more than product features and messaging. Innovation is the core brand equity but we’re conveying it by being innovative rather than just saying it”.
The campaign follows the new global repositioning produced with the Vittoria board and articulated in The Ride Ahead brand idea. It will initially run in the US and UK markets.
Our partners on this project were Kalua, StoreIS and BatesMusic.