Campaign Development | Audience Analysis | SOCIAL MEDIA STRATEGY | MEDIA OPS | CONTENT DEVELOPMENT

Rally Cycling, please meet 2020’s Virtual Tour de France.

“In the context of a completely unprecedented health crisis in which most cycling events have been cancelled or postponed, Zwift and the Amaury Sport Organisation have decided to do something useful together and create the very first virtual Tour de France.” - Tour de France Press release, June 2020

When Rally Cycling’s men’s and women’s teams captured two of the limited wildcard spots in the inaugural Virtual Tour de France, Chukbox was tasked to develop a new strategy to catapult the brand’s recognition and awareness to a whole new echelon of fan. 

The campaign for Rally Cycling needed to focus on four key goals for success: increase brand awareness; develop a six-week editorial / content calendar; create new media opportunities; and develop an education tool explaining the new e-sport platform.

Working in parallel with Rally Cycling’s internal Creative Director and design team in ideating directions to match the strategic brief, the campaign design resulted in a natural ode to retro video games with a kinetic 16-bit look and feel.

The results of the combined efforts between Chukbox’s strategic planning and Rally’s internal creative team had the team re-launch the entire Rally Cycling brand with every aspect of the brand’s forward facing communication being updated and refined; with a touch of French and e-sport creative. Together with Rally Cycling’s PR & Marketing team, the campaign’s results amplified the team’s exposure and relevancy ahead of every other team participating.

Projects during the 3-month planning and execution included:

• Strategic Planning For Master & Three Sub-Campaigns

• Campaign Creative Direction

• Social Media Content Planning

• Editorial Calendar

• Social Media Strategy & Channel Posting Outline

• Live-streaming Video and Production Coordination

• Traditional and Social Media Outreach

• Website Architecture

Rally Cycling officially made their performance statement on Men’s Stage 3 with rider Matteo Dal-Cin capturing the stage win, outriding all of the WorldTour’s best sprinters. The media interest and exposure was global, with Matteo’s post-stage interview being live broadcast in on major networks across Europe, Asia, Africa, the Americas and Australia.