McFaul+Day devised an integrated campaign to promote a new apparel line that broke down pre-conceptions about bicycle clothing and a Californian brand. We showcased and captured the merino based, Californian stitched collection in Munich, while transferring through the city by bike and riding deep in the Bavarian Alps using local riders, heroes and industry opinion leaders. The multi-touch point campaign hijacked the biggest store in the city utilising a huge retail footprint and large social network, inviting membership to join a ride club centering around the store and exploring Munich city. We created bespoke instore brand experiences, POS and OOH, campaign photography and films, lookbooks and a social media reward programme – along with staff training and incentives to educate and guide consumers on the unique collection and the membership rides of various skills, distances and experience.
Our retail activation was so widely supported by retailers that the campaign was given an extra 3 weeks to run during the very expensive European Football Championships period. Giro was so excited by the project and its results that it promised to be extended to other major cities across Europe, and to this day, is a celebrated case study Giro are proud to example Globally. With a deserved mutual respect we continue to support the Giro crew; a relationship that continues to grow and expand – creating a culture that lasts and provides for positive change.