One of Germany’s largest bicycle retailers, Fahrrad XXL, has 15 stores nationwide. Concept: Consumers are not only offered a huge selection of products, but a whole variety of interactive experiences too. Customers can try out handlebars, saddles, helmets and other accessories at a series of test stations. There are even special indoor test tracks, allowing customers to go for a test-ride. Once the customer chooses a bike, they can have a coffee while waiting for it to be assembled – and can then take it straight home. We also love the fact that the company is run by nine families and their staff who have all been bitten by the cycling bug.
To develop a uniform communication concept that underpins the monthly, cross-channel advertising campaigns and that sets Fahrrad XXL apart even more clearly from the competition. The idea is to link bricks-and-mortar outlets and the online shop with specific push campaigns, thus connecting with the consumer at all levels.
By holding joint workshops, we got to know the customer before drawing up the annual communication and a new visual style. Moving away from communication that focuses solely on price and product, the family business now uses its slogan for the year: “Ride what’s right for you.” To match the slogan, we present images of various people who show us their bikes and explain why it is right for them. As a result, we consciously shine the spotlight on individual attitudes to cycling. All monthly campaigns are guided by, and count towards, the annual communication.
The monthly campaigns have a clear message for the reader: Fahrrad XXL knows exactly what’s right for you. Alongside the product range, they also emphasise specialist knowledge, familiarise end customers with the family business, provide background information on the various test stations and repeatedly link to the treasure trove of interesting and informative details on the website. This makes the brand more approachable, tangible and personal – and the Group has posted a further increase in turnover after the first year of the partnership.
2018 communication concept
To revitalise the brand with overarching and emotionalising values and to create a consistent brand experience across the full gamut of channels.
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