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Make Triumph a reference brand in the category.

The brand that consumers think of first and other competing brands are constantly being compared to. So, for any biker considering buying a new motorcycle, their go-to choice would be Triumph.

The brief:
Entice customers interested in purchasing a new motorcycle to test ride a Triumph.

The campaign needed to be consistent with Triumph’s premium brand positioning and resonate with brand fans and new prospects by communicating what is special and unique about Triumph.

The channels included press, OOH, CRM, dealership displays, partnerships, influencer marketing, social and merchandise.