Challenge

We were set the challenge of exploring current consumer perceptions of the Wattbike brand as well as how the brand could best appeal to its different user segments (cyclists, elite sports and general fitness), through their new Wattbiker campaign.

Approach

We recruited and facilitated three research grounds that reflected the Wattbike user segments, exploring consumer attitudes towards fitness and the role of indoor bike trainers/ turbos specifically within that. We also explored awareness of the indoor trainer/ turbo market and current understandings of the Wattbike brand and how its latest campaign, Wattbikers, fitted this and built affinity with the brand.

Result

Based on our insight and recommendations the Wattbiker campaign has now been successfully launched across the UK.