Blackburn Design

Problem

Blackburn, the accessories division of Bell Sports, approached the Idea Factory to work with them in launching the Delphi series line of cyclometers. The new line included advanced feature sets with altimeter, road gradient, integrated heart rate, as well as detailed memory playback.

Strategy

The Idea Factory developed a print media campaign for Blackburn that emphasized the consumers’ experience and accomplishments, rather than simply focusing on the product itself. All ads featured copy about the rider’s journey. In conjunction with the print campaign, the Idea Factory launched an online micro site with interactive product demonstrations and feature sets of the Delphi product line.

Results

Blackburn experienced a very successful product launch and emerged as a major player in the highly competitive cyclometer category. As an added bonus, most of the units that were sold were of the high-end, more advanced models in the product line.

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