uvex supports some of the world’s best and most successful athletes. Their thoughts and experiences provide plenty of material for quality content. For this purpose, we developed an online platform to achieve the highest possible level of brand awareness.
Using the hashtag #uvexperformance, we launched a campaign which centered around the word “ambition.” This microsite formed the centerpiece of cross-medial activities. Here, world-class athletes talk about the things that motivate and drive them at decisive moments in their careers to help them win medals.
Interviews were conducted with athletes and editorial content prepared for various media. Users visiting the microsite can read entertaining short stories underscored by impressive pictures and videos. Athletes report on personal highlights, reminisce on historic sporting events, and offer advice on various products.
Content on all channels
In order to ensure content can be added easily and autonomously where necessary, we programmed a modular system to create content pages in Typo3. The site is fully responsive, so can be viewed comfortably on all mobile devices.
Users are brought into contact with top athletes through regularly updated content: skiing world champion Hannes Reichelt, for example, reports on his unforgettable race on the legendary “Streif” downhill ski race track. MTB icon Karl Platt reports on his 5th victory at Cape Epic in South Africa. And DSV star Richard Freitag explains why ski jumping is just as good as flying.
The content microsite is linked to all relevant social media channels, and has been spectacularly successful. On Instagram, #uvexperformance reaches an audience of more than 200,000 people. On Facebook, it has attracted more than 2 million users. And the content page has also played a major role in making uvex the top Google hit for the search term “Radhelm” (German word for bike helmet) - a prestigious achievement indeed.
All in all, the project was a textbook example of sponsoring athletes in the form of processing and disseminating quality content - to increase the value of a brand and significantly raise its coverage in an integrated campaign.
microsite, image video
strategy, concept, text, screen design, graphic design, programming, video production