The selling points between brand and brand are the same, then I IGNORE the selling points and develop an outer value to the brand for customers distinguish and make the brand outstands from others.
Because even the selling points are the same as other brand, they still have minor difference, discover the minor difference and say it out DIFFERENTLY.
Creative Brief
Background
Giant Bike is forerunner of bicycle technology innovation. And the market competition of professional road bike is very high in terms of price, performance, functionality and adoptability. Giant 2009 is the breakthrough of technology and this shows the leadership of Giant in bike market besides many brands always mention stiff and light.
Design Concept
Since many brands of bike always emphasize on stiffness and lightness of the bike. It is very necessary to distinguish among brands. Therefore, I want to use an intimacy manner to deliver the product image. It is to build up a personality for Giant. A manner to understand the needs of professional road bikers. Giant also have the same direction of their wish on their bike career.
Objective
To tell bike professions, Giant, as the forerunner of bicycle, has the technology advanced over other brands.
To arouse awareness bike professions TCR Advanced SL is the lightest bike with stiff
To trigger intimacy relationship between Giant and bikers by telling the same target towards bike
Target Audience
Road Bike Professions
They will not care about aesthetic of bicycle design. They have very high demand for bike performance. Road Bike Prfessions is care about the stiffness for sprinting during the end of the race.
Tone and manner
Intimacy and scientific prove
Single message
Leading with technology
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