CLIMBRO
Challenge:
Create a copywriting campaign for a fictional bike brand, including brand name and pay-off as well as one print campaign and one digital campaign.
Climbro is a mountain bike that’s more than just a bike. It’s your “bro” – your ride or die.
With its lightweight yet ultra-durable carbon frame, the Climbro mountain bike is designed to keep you comfortable and confident on every wild trail.
The name Climbro is a combination of the words climb and bro.
Using the verb climb as a metaphor for the functionality of a mountain bike.
The Climbro mountain bike should be perceived as a ‘bro’, a close friend.
Like the word bro, another phrase that describes a good friend is ride or die.
PRINT CAMPAIGN
DIGITAL CAMPAIGN
Climbro x Tinder
Nowadays, it is more common to use dating apps to find casual hookups rather than searching for long-term relationships and connect with people on a deeper level. According to a survey conducted by Bespoke Surgical, 71% of dating app users have used a dating app only to find a casual hookup.
71% of dating app users have used a dating app only to find a casual hookup.
Climbro wants to change this narrative. In collaboration with Tinder, Climbro is launching a new feature within the dating app’s explore-page. In Explore, members can discover potential matches for every mood and activity. It provides members the ability to direct their matching experience themselves.
For a limited time period, Climbro will have their own section in Tinder Explore where users can find new ‘bros’ (friends), who share the same interests as them. As this feature is strictly for people who are looking for a platonic relationship, users will have to accept ‘The Bro Code’ (Terms & Conditions) before they start swiping.
After finding a match with a new bro, users will be able to take part in a competition exclusively for those who used the Climbro feature in Tinder. They will get the chance to win a one-year free trial of the Climbro mountain bike.
Social media activation on TikTok
Social media users these days are expecting more from the platforms than just entertaining content in the form of images and reels. In fact, in an article on LinkedIn (2024), it is stated that 92% of people watching a TikTok video will open the comment section.
In the same article, Duolingo is praised for their engagement on TikTok. Duolingo has successfully managed to captilize on being just like the rest of us – leaving witty comments and actively participating in the community. Now, other brands are hopping on the trend and are starting to embrace the social part of social media.
Climbro’s brand personality is aligned with this type of engagement strategy. Climbro is your bro, your friend – then why shouldn’t it be present on social media?
