| Titulo | IRO Cycle Website |
| Agência | woods witt dealy and sons, inc. |
| Campanha | IRO Cycle Website |
| Anunciante | IRO Cycle |
| Marca | IRO Cycle |
| Posted | Junho 2008 |
| Sector Empresarial | Bicicletas |
| História | IRO Cycle is a manufacturer of high quality yet affordable fixed gear bikesthe type employed by bicycle messengers, adopted by hipster communities such as Williamsburg NYC and San Franciscos Mission District and now finding a place in the larger consumer market. New York-based indie ad agency Woods Witt Dealy & Sons (WWD&S) hopes to grab a leadership role in this burgeoning sports category by refining and amplifying IROs brand identity and awareness among primary (enthusiast) and secondary (casual) targets through the creation of a highly experiential e-commerce website, www.irocycle.com. Launching today, the strategic goals were to provide a sticky, authentic, community-focused, online shopping environment for enthusiasts while growing the category by educating newcomers. We wanted to break out of the traditional e-commerce mold and create a content rich, community-building brand showcase on the web for IRO, says Harry Woods, partner and co-creative director of Woods Witt Dealy & Sons. It had to be as functional, beautiful and fun to play with as the bikes. The Build-A-Bike piece of the site delivers on that goal. Users are telling us weve made it more like a game than shopping. Key tactics: 1) Create a showroom homepage to highlight the unique style of the brand. 2) Create a build-a-bike section on the site where enthusiast and novice shoppers alike can actually build and customize their bikes based on the way they ride, choosing everything from frame to cockpit to drivetrain and custom colors for their wheels. When finished they can add to cart, download a hi-res shot of the bike as a screenshot for their computer, or email a jpg to a friend. 3) Create a visual forum for users where they can upload and curate pictures and descriptions of their bikes for other members of the community to view and comment on. 4) Elevate the brand within its e-commerce environment. |
| Filosofia | The strategic goals were to provide a sticky, authentic, community-focused, online shopping environment for enthusiasts while growing the category by educating newcomers. |
| Problema | Agency hopes to grab a leadership role in this burgeoning sports category by refining and amplifying IROs brand identity and awareness among primary (enthusiast) and secondary (casual) targets through the creation of a highly experiential e-commerce website. |
| Tipo de Mídia | Web site |
| Mercado | Estados Unidos |
| Director executivo criativo | Harry Woods |
| Chief Creative Officer | Harry Woods |
| Redator | Harry Woods |
| Director executivo criativo | Gill Witt |
| Director de arte | Gill Witt |
| Chief Creative Officer | Gill Witt |
| Director de contas | Phyllis Dealy |
| Director de arte | Eric Stockmeyer |
| Director de arte | Dan Gearity |
| Produtor | Alice Tang |
| Produtor executivo da agência | Phyllis Dealy |
| Designer multimédia | Christin Roman |