product launch campaign for Europe's market leader
Launch of the new tyre series in the gravel segment. Online and offline.
client
Ralf Bohle GmbH is the market leader for bicycle and e-bike tyres in Europe. The company founder's special claim: "the right tyre for every bike". Under the brand name Schwalbe, the company has been selling high-quality tyres for bicycles and wheelchairs for almost four decades. Today, many cycling disciplines are highly specialised and the demands on the material are correspondingly high. Like no other manufacturer, Schwalbe stands for innovative material developments, top quality and durable products.
task
The gravel segment has enjoyed great popularity for several years. This discipline alone is divided into many different uses - from riding on tarmac to gravel paths and light trials. A challenge for any bicycle tyre to cope with the variety of surfaces. Schwalbe was one of the first manufacturers to launch a wide range of tyres specifically for gravel use. In order to effectively launch the new product line on the market, a complete campaign is to be developed and played out both online and offline.
gravel your style
Hardly any other cycling discipline is as diverse as the gravel segment and its riders. From outdoor adventurers and commuters to tough racers - the target group is broadly diversified. For the product launch of the new Schwalbe gravel tyres, we want to celebrate this diversity: with the different faces of gravel bikers around the world.
To this end, we have developed a visually stunning campaign that puts the protagonists centre stage. Away from technical details, towards 100% emotion. International Schwalbe athletes and influencers share their story - and serve as a source of inspiration for the target group's own gravel adventure. Always with the underlying call to action: "Gravel Your Style".
interactive storytelling
With the web design of the campaign, we bring the gravel worlds of the various protagonists to life. Their adventures speak for themselves - and for the tyres: Users can immerse themselves in the testimonials of the various riders via an interactive interface. This allows them to learn more about the different gravel styles and the right material.
#printisnotdead
The channels on which they obtain information are as diverse as the target group. Gravel bikers are also often fans of coffee and coffee table magazines. Therefore, the print sector should not be neglected.
In the adverts, we put the emotion back in the spotlight: with the stories and faces of the individual protagonists. In this way, we transport the Gravel Spirit from the diverse tracks of this world into the living rooms of the target group.
The Gravel Your Style campaign has not only fuelled our tyre segment, but also the partnerships with our athletes and influencers.Doris Klytta, Head of Marketing & PR
weitere projekte
brand refresh for the family business
A new corporate identity for Gronau GmbH & Co. KG and Gronau plan GbR. From updating the corporate design to completely redesigning the website.
to project
Awarded attention for an important topic
We were honored with the German Design Award 2025 for our attention-grabbing campaign ‘take a closer look when it counts’.
to project
brand design for the market leader
Everything a bicycle tyre must be able to do. We have got to the point. With the word that became our brand: unplattbar.
to project
you are here. you are also awesome.
Call us without obligation or get in touch by email. By the way: We don't have projects that are too small or too big. Only important ones.
