Case Studies/Results

Hayes Brake

Hayes Brake is a world leader in disc brakes for off-highway vehicles
Company makes disc brakes for Harley-Davidson Motorcycles, Polaris Snowmobiles, Caterpillar, John Deere and many others
Developed a new high performance disc brake for mountain bikes
Needed to introduce it to competitive mountain bikers across the world
At the time of the introduction, mountain bikers had never heard of Hayes

Introduce Hayes Mountain Bike Disc Brakes to mountain bikers who never heard of them
Convince them that the new disc brakes were worth the $300+ price per wheel
Make the new brakes a "cool" new component bikers couldn't be without
Convince the bike manufacturers to offer the Hayes Disc Brakes on their line of mountain bikes
Convince bike shops everywhere to carry the new brakes

Agency first put together a marketing and media plan designed to reach as many of the mountain bikers and industry people as possible in the shortest time possible
We then contacted all the mountain bike magazine editors and provided them with the materials they needed to take an interest in Hayes new disc brake
We also arranged meetings and contacts between editors and Hayes engineers and marketing people as we knew mountain bike editors would want to try the new disc brakes themselves before writing about them
Next, we developed an introductory 2-page spread ad and placed it in all the mountain bike magazines
The introductory ad had a Harley-Davidson motorcycle on one page showing its Hayes disc brakes and a mountain bike on the other page with the new bike disc brakes
Maybe mountain bikers didn't know Hayes, but they knew Harley-Davidson and Hayes could get a good foothold on the market by letting mountain bikers know it makes the disc brakes for Harley-Davidson

The Intro Mountain Bike Ad

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Agency then created different campaigns over the next few years that were designed to appeal to the tough, flat out mountain biker mentality. Below is a sampling of those campaigns...

Outer Space Campaign

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Survive The Ride Campaign

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More Edgy Ads

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"World Class Braking"

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"Feel The Experience"

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"New Cable/Hydraulic Brake"

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AGENCY DESIGNED A NEW LOGO

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AGENCY DESIGNED A NEW TRADE SHOW DISPLAY

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Hayes went from a totally unknown company in the mountain bike industry to the undisputed market leader for bicycle disc brakes in the first year!
Today, Hayes continues to be the market leader in disc brakes for mountain bikes

Advertising • Marketing • Branding