Client
Endura
Overview
A guerrilla marketing campaign for the Scottish cycling brand Endura, executed over 10 days during the 2023 Cycling World Championships in Glasgow. Enduraland aims to promote Endura and highlight Scotland’s reputation as a cycling paradise through various channels, including merchandise, still and moving images, print materials, and social events.
Client
Endura
Industry
Cycling Attire
Service
Campaign
Video
The Brief
‘Everything we are and everything we do is down to our Scottish mindset, our Scottish heritage, and our landscape. This is our home; this is our playground, our testing ground, our turf, and cycling is our passion. We have to show the world what we have known for 35 years. We are cycling, we are Scotland, and we are serious about getting people to have fun on a bicycle.’ - Endura
The Solution
Throughout the UCI World Championships, multiple Endura pop-up events appeared and disappeared across the event. Sponsored riders used social media to invite the audience to experience Enduraland. A short film was also released, paying homage to Endura’s Scottish roots. Filmed in the Highlands of Scotland, the film features a septuagenarian carrying his bike through the landscape, highlighting the beauty of Scotland’s cycling scene and showcasing what the country has to offer. Trading cards were handed out to the public, divided into four categories: Sponsored riders, Endura products, locations to ride, and special edition rainbow cards. Additionally, as a nod to Scottish inventor Kirkpatrick Macmillan and his 1839 pedal cycle, a replica pedal bike was crafted to recreate his historic journey from Thornhill in Dumfries and Galloway to Glasgow.
