Sonder

Triumph, for the ride

Giving riders an unforgettable and addictive experience

overview

Fortheride.com is a content rich website for riders; the next best thing to the open road. It’s there to inspire, entertain and build brand affinity to the British icon that is Triumph. As an iconic brand that is rich in heritage, the responsive design pulls on these powerful attributes to give riders across the globe an unforgettable and addictive experience. It’s a chance to experience the thrill of riding and to be part of a vibrant biking community, fuelling their imagination before their next and imminent ride.

Fortheride.com is not just about Triumph. Riding is not just about the bike, it’s about the culture and lifestyle of the rider. As a website that is viewed by thousands across the globe the variety of content spices up a vast array of lives. Arts, sports, music, clothing and fashion are all prominent players in both the video and the written content. By spanning a host of general interests we can create campaigns that the audience can both identify with and aspire to. And because of the broad range of subject matter Fortheride.com is accessed and enjoyed by non-Triumph riders as well, building brand awareness for a whole new audience.

Strategy & Creation

Triumph Motorcycles are proud to be at the cutting edge of engineering and design. Given this, in 2015, we recommended the take an ‘always-on’ content approach to build support among Triumph riders. They agreed and how we did this, well, that was up to us.

Triumph’s strapline ‘For the ride’ was integral to our thinking. Riders are passionate individuals, living and breathing not just the bikes but the lifestyle that goes with it.

Riders are passionate creatures, living and breathing not just the bikes but the lifestyle that goes with it.

As part of our 4-step methodology, we started by researching the audience. We commissioned in-depth audience insights with emphasis on media consumption, social media platforms and general lifestyle interests, as well as working closely with the client to understand its customer personas and range of motorcycles.

We used these insights to shape the new content marketing strategy. They ensured appeal across personas and motorcycle models, helping us strike the right balance of content such as long and short-form copy, event live-streaming and photo galleries.

We then focused on developing a website that blends rider experiences with the bikes they love. From exclusive interviews with Triumph ambassadors including celebrity names from  Beckham and Bear Grylls, to our readers’ round-the-world trips, fortheride.com is about sharing the thrill of motorcycling, the lifestyle around it and, ultimately, transporting the reader from their device to the road.

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