Indoor Cycling Group (ICG®) are the world’s largest corporation specializing in the design, manufacturer and programming of Indoor Cycling equipment, with more than 250 dedicated staff in Europe, North America and Asia
Project Brief: To coincide with the launch of their brand new indoor cycle the IC7, I was tasked to design a marketing campaign for use at worldwide trade show events such as FIBO in Germany & IHRSA in the USA.
The campaign was solely focused around the key features of the product, its revolutionary heads up display training console that offers a unique training solution called "Coach By Color". The 5 colors used by the console was used in the major design of the material which transcended across web, digital and printed signage at shows. A campaign message was developed for the very first materials - Colorful.Powerful.Original, this was used as the main story for the campaign video. All models used for the campaign were chosen by the design & creative team with the shoot headed up by myself.
The final material was launched in Europe where the company achieved 35,000 bike sales within the first year. A record for the company. With its new flagship product the company has now attained 27% market share around Europe.
© Copyright Steve Law. All rights reserved.
