SARIS CYCLING
Telling the Hero's story
SARIS CYCLING
Telling the Hero's story
Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. It's a classic hero archetyipical story.
The honesty was rewarded with a 42% increase in sales all attributed to the advertising.
Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. It's a classic hero archetyipical story.
The honesty was rewarded with a 42% increase in sales all attributed to the advertising.
MILIO'S SANDWICHES
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font. I’m a great place for you to tell a story and let your users know a little more about you.
Think + Make Brand Creators
MILIO'S SANDWICHES
A sandwich for the Regular Person
Milio's Sandwiches is a sub sandwich shop that has the tall task of competing with the likes of Subway, Jimmy Johns and about a million others. After doing some research we found that very regular women and men came there for a small break from their otherwise trying day. They're not looking for haute cuisine, just a decent sandwich. After all the things they put up with? They deserve a little reward. It's a regular guy/gal archetype and a very resonant story.
We've all done it.
We created a way for the average person to make their own "I Deserve a Decent Sandwich" campaign.
We had a street team (interns) find cars that had parking tickets on them (surprisingly easy) and put MIlios coupons on them. Takes a little sting out of a bad situation.