Sparta Joop Zoetemelk
We turn to hard results: All M8i bicycles, the sporty model in the documentary, were responsible of 17% of total E-Bike sales. An outstanding result for a new product launch.
The dealers, cycling lovers themselves, were very supportive of the use of Joop Zoetemelk. They considered it an “act of kindness” from the brand to one of this nation’s biggest but modest sportsmen. Sparta also produced a promotional spin-off with Joop. A limited edition Joop e-bike. Hundred bikes with a piece of the actual jersey Joop wore, in the only Tour de France he won, mounted on the frame of each bike. They were bought by the dealers before they were even produced.
Short targeted video’s and banners directed the target audience to the online documentary. After that, banners drove them to our online portfolio, to end with store traffic or test drives.
The mini-doc generated a staggering 160.000 full views. Bear in mind that the span of attention for digital advertising formats usually ends after max 13 seconds while the doc lasted 6.38 minutes. This was the result of targeted natural seeding on sport, entertainment, lifestyle, marketing and news related blogs, influencers and social communities.
The insight came from our target audience, middle-aged men and women. Wanting to enjoy the benefits of an e-bike, but rejecting the idea of aging. Put simply: riding an e-bike meant that you’re past your prime. As far as they’re concerned, the best is yet to come. Enjoying an e-bike being part of that.
As an insider in cycling, Sparta knew of Joop Zoetemelk’s desire to ride the Tour de France once more. This desire fuels the basic principle: Joop fulfills his dream and revisits memories as a pro cyclist including the epic Tour. But this time he’s not competing and has time to enjoy his ‘Retour de France’. He takes it easier, using a bike with a little help.
Changing the stigma, required a sportier bike and an icon, who refuses to get old and enjoys life on his bike: Joop is a Dutch cycling hero, loved by all. Known by our audience, watching him ride the Tour in their younger days. Joop is 70, fit and if he isn’t ashamed to ride an e-bike, why should you?
The core concept was an online documentary. Aiding the target audience in reliving the moments, all witnessed as fans of Joop. The e-bike would play a believable but smaller part in it: it was all about Joop’s dream, the bike a means to an end. The key message was about enjoyment: ‘I used to bike to live, now I live to bike.’
Sparta has a long history with motorized bicycles. It started in 1939 when the company produced motorcycles and bicycles. In 1998 they invented the electrical bicycle, as we know it today. They’ve introduced and grown the category.
Traditionally the e-bike was aimed at elderly people who still depend on their bicycle, but lacked the physical power to use it. Seniors where the main target audience, up to today they still account for the majority of the users and first buyers of the product.
Today, a hundred brands operate in this growing segment of the market. Competitors, who lack the reputation of Sparta, ‘buy’ market share (higher profit margin for the dealerships) or cut out the dealer as a whole. This ‘direct sales and service’ concept results in a lower consumer price. Sparta is losing market share. The technique all brands use is similar All of them will get you from A to B. The added value is in the quality of the frame, the service level and maintenance through dealerships and innovation. Sparta had no real innovative product concepts lined up to stop the pressure on its market share.
How can we differentiate ourselves from the competition and offer both consumers and dealerships a reason to buy the existing range of excellent but premium priced Sparta e-bicycles?