Giant E-bike Discover More Riderlust
The campaign is built around the strategy to Discover More Riderlust. Riderlust is a concept that spreads the message of desire for or impulse to wander or travel and explore the world on you bicycle. It is that unified feeling of emotional benefit you will feel when you discover new things and enjoy more on your bicycle. This is what we would like to tell in our stories where the strategy of the concept is discover more.
Within the Hub content we transition to the benefits of the E-bikes and tell the story where the E stands for in E-bikes. We have content focused on:
- E-MTB: The E stands for Extra Fun
- Road: The E stands for Extra Miles
- City: The E stands for Extra Smiles