Late March saw Wiggle roll out a global ‘Get There’ relaunch of its brand to move beyond its bike roots and refocus around a multi-sports offering.
The #GetThere’ campaign is spearheaded by a central, cinematic television spot that explores and captures how cyclists, swimmers and runners ‘get there’.
The film, which marks Wiggle’s first mass market, awareness led work on television in two years, is supported across social media (including on Faceebook,
and Instagram)
and through print executions running in selected sporting titles.
The revamp of the brand, which is the debut creative initiative for the brand’s new creative agency Dark Horses, also includes the introduction of a more contemporary style and upgraded onsite experience – see http://www.wiggle.co.uk/.
The hero spot was directed by George Messa through Rockhound, while media was planned and bought by Bountiful Cow and supporting PR work was run by Brand Nation.
According to Wiggle itself, the objective of the new brand platform is to ‘drive reappraisal of the brand and its multi-sports offering amongst existing customers’ and the new approach follows a year-long research project based on customer consultation as the brand seeks to move forward and grow across the sports landscape.
“Our customers have all experienced ‘there’. At Wiggle, we want to facilitate that feeling, providing them with the gear, advice and inspiration to arrive at that destination again and again,” commented Wiggle brand marketing director Dan Staples.
“A new set of wheels to streamline an epic descent or a fresh pair of running shoes to comfort the soles on a long, solo run, Wiggle provides the tools customers need to get there again, and again, and again. Customers can still expect the best products at the best prices and our renowned service, range and convenience, but the site will become a destination to inspire, educate and facilitate get there moments,” adds Staples.
“Wiggle is taking over in its category and beyond, no question,” commented Dark Horses creative director Steve Munachen. “They are a sports retailing icon that inspires, and we are proud to be relaunching their brand with them.”
Simon Dent, founder and managing director at Dark Horses, added: “Wiggle are a clear leader in the sports retail sector, and this work cements that category leadership by speaking directly to their audience in the way it does. This is the start of big things to come. Watch this space.”
Links:
Wiggle
https://twitter.com/wigglebikeshop
https://www.youtube.com/user/wiggle
https://www.facebook.com/wiggle
https://www.instagram.com/wigglecycling/
https://www.pinterest.co.uk/wiggle_sports/
Dark Horses
