Fusion Media were tasked with creating a multifaceted marketing campaign to bring Specialized’s e-bike range to a mainstream audience, specifically highlighting their new Turbo SL range.

The objective of the campaign was to make Specialized e-bikes (and e-bikes in general) a desirable vehicle for everyday journeys; from shopping, to socialising, to exploring. 

The campaign was deployed across social media and YouTube, led by a tongue-in-cheek edit contrasting car adverts with reality - showing the e-bike as a viable solution. Simultaneously, a series of OOH and print adverts, running at the same time, seeded Specialized’s Turbo SL range to the media as the perfect choice for those looking to go electric and travel sustainably. The influencer campaign was led by Emily Clarkson and YouTube stars, TopJaw. On the earned media front, bike reviews were also secured with key mainstream and consumer tech media to test out.

Fusion secured extensive national media coverage, including 16 national outlets and 2 broadcast pieces, in household-name titles such as ITV’s This Morning, The Times, Forbes, Sunday Express, Mail Plus, The Independent, Sunday Express, GQ, Good Housekeeping, Stuff, T3, Monocle, The Week, Pocket-Lint, and WIRED.