Campaigns: Sport - Factor 001 superbike makes its mark

Campaign: Launching the world's most technically sophisticated bicycle
Client: BERU f1systems
PR team: Market Engineering
Timescale: February-October 2010
Budget: £9,000

BERU f1systems, a precision electronic manufacturer that supplies motorsports series such as Formula 1 and Indy Car, asked Market Engineering to launch new product Factor 001, the most technically advanced bike in the world.

Objectives

- To launch and promote Factor 001 to lifestyle and sporting audiences

- To generate sales leads for the bike

- To create media partnerships with organisations interested in the technology.

Strategy and plan

Market Engineering launched Factor 001 at a bike event in Monte Carlo in April. The team communicated its craftsmanship and Formula 1 links to luxury lifestyle and triathlon, cycling and personal training titles.

Measurement and evaluation

The campaign generated more than 150 pieces of coverage, including The Sunday Times, The Sunday Telegraph and ProCycling. The bike appeared at cycling events Bike Radar and the London Triathlon, and featured in an exhibition of F1-derived technology at the London Science Museum.

Results

The first bike model was snapped up by a Russian millionaire. BERU f1systems is working with athletics associations to develop the technology for use at the highest competition level. The company has a bike on loan to a top motorsport team.

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