Client: Halfords / Voodoo Bikes
Initiative name: Voodoo Challenge
Objective: To re-launch the Voodoo mountain bike brand to enthusiasts with an edgy/extreme appeal
Detail / Execution: The Voodoo Challenge used Mountain Biking UK, the UK’s largest selling mountain bike magazine and Bikeradar, the world’s leading bike website, for a series of features where pro-riders were pitted against a number of unusual adversaries. The features were developed to demonstrate the bikes in extreme conditions coupled with stunning and ‘aspirational’ backdrops. From the Atlas Mountains to the Royal Marines assault course, each challenge formed a seven-page feature in the magazine as well as a viral video hosted on Bikeradar and halfords.com.
Evaluation: EAV from the features totaled in excess of £100,000. The videos were amongst the most viewed on Bikeradar and the Voodoo brand awareness increased in independent research conducted by Future Publishing.
