LONDON (BRAIN) — Wiggle, which bills itself as the U.K.'s largest online bike and tri-sports retailer, is planning a new multimillion-dollar marketing campaign aimed at increasing its penetration with cycling enthusiasts in the U.K. and Australia.
The "This Is How We Roll" campaign will include TV, print media and online elements and will feature a new commissioned song by British songwriter George Barnett.
The full-length song called "This Is How We Roll" is set to be released and made available to download via Soundcloud and Spotify, while the accompanying music video is being released on YouTube (see below).
The campaign comes as Wiggle continues to expand its customer service "hub" concept, which includes Wiggle Workshops within branches of the Homebase retail chain and Wiggle Legal, a program that represents cyclists involved in accidents.
"This year we wanted to develop a campaign that would underline and build upon our recent success and help maintain brand momentum," said Adam Ryan, Wiggle's head of marketing. "The new campaign aims to do this by communicating our genuine love and affinity for cycling and by driving emotional affinity with our core audience whilst educating them on our value proposition."
