Vittoria – Global advertising campaigns
Following the successful rebrand of the world’s most innovative cycle tyre brand, we were retained as creative partners to the brand.
Here are two of the advertising campaigns we have created.
OWN THE UNKNOWN
Objective
Increase awareness and consideration of Vittoria as a world-class MTB tyre brand.
Idea
Take cycling action and its inevitable soundtrack to a new level, by creating a unique collaboration between innovative partners on a mission to explore new experiences – making the everyday extraordinary!
Execution
We created Own the Unknown as a collaboration between Vittoria, the global leader in cycle tyre innovation, and fellow pioneers: percussionist and composer Ian Chang, sustainable trail creators Velosolutions, and members of the new UCI MTB World Cup team Pump for Peace Racing.
Set to Ian Chang’s atmospheric track Inhaler, the films capture the interplay between the hitting of the drum surface and tyres hitting the earth. It takes on an almost spiritual dimension in the dramatic Swiss landscape, highlighting the relationship between cyclists and the environment. This collaboration shouts loud about Vittoria’s vision, products and attitude in an audio and visual feast for the MTB crowd.
The action is edited to the percussive soundtrack, emphasising riders hitting rocks, roots and jumps in an avant-garde video feast that has a touch of experimental cinema rather than the typical ‘curse of content’ riding film.
Results
An astonishing 67% VTR, smashing the YouTube benchmark of 3–7%
Views are at 3m across all formats
YOU THOUGHT YOU HAD IT ALL
Objective
Launch the most advanced road tyre ever made, the new Corsa PRO cotton tyre, targeting road cycling enthusiasts who have got the best of everything.
Idea
Engineered to perfection, the new Corsa PRO delivers the unparalleled racing performance and riding experience that has only been available to professional World Tour riders. With the pro riders already competing we didn’t have access to them for the campaign. But we had the cache of the names of these titans of cycling. And the FOMO of our target audience.
Execution
Shot on location in the glorious rolling landscapes of Tuscany, actor Ugo Piva (La Seconda Via, The Bad Guy) talks about the premium equipment that many of our audience will recognise they already own. In fact, their kit is at such a high specification it’s exactly the same as the Pro riders like Van Aert, Van der Poel and Vos.
But as he points out, no one has been able to have the same tires that the Pros ride. Until now!
Results – at the time of writing:
83m impressions
3m views
174k clicks
Global sales of this premium-priced product were staggering
60' VTR was at a very healthy 19% (YouTube benchmark of 3–7%)
Circa 10k increase in unique website visits in May compared to April
“Firehaus have created an innovative advertising campaign and some key social content to support the launch of our new flagship road tyre. The Corsa Pro will give riders around the world a new and unique riding experience – a new feel”
Bruno Tecci, Vittoria Global Markeitng Director