I Saw a Problem
As an avid mountain biker, I rarely saw other females out on the trails. Why weren't more girls out riding? Why were we letting men dominate the dust?
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Insight
Women want to be involved in something adventurous that will build their confidence but aren't sure where to begin.
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Strategy
For daring damsels who are searching for a new adventure, Giant gives them the opportunity to find a community based on confidence, empowerment, and a sense of belonging.
DO YOU DARE?
Posters would be printed and placed in sporting goods stores, public parks, by trailheads, and around gyms. Our target market is adventurous - we would find them where they are.
Giant would sponsor group rides for women led by women at popular trails throughout the United States. The Giant van would come with bikes available for female riders free of charge.
Giant vans would also start hauling bikes to popular locations such as trailheads and gyms, meeting our daring damsels where they are active. Giant bikes would be available to try and upcoming group rides would be promoted.
My Role on this project:
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Identified the problem
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Assembled a team to develop a campaign
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Worked with a copywriter to develop the creative and executions
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Designed and painted Ads
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Manager: Sarah Standage
Strategist: Lindsey Jergensen
Copywriter: Savannah Butler
Art: Allison Havey