Crispin Puts GT on the Fast Track




Print Campaign Showcases Speed of Made-in-California Bicycles
ATLANTA-Speed is the cornerstone of a new print campaign for GT Bicycles from Crispin Porter & Bogusky in Miami.
The emphasis on being fast came after the agency spent two days at the client’s Santa Anna, Calif., headquarters.
“We did a planning exercise with them to get to what their core attributes were,” said Jeff Steinhour, partner and director of account service at the agency. “They’d never been through something like that, and by the end of the second day, we were down to seven to 10 words. The one that kept coming up most often was “fast.’ “
That word permeates the advertising, though the pictures of the bikes are small and tucked into the corners of ads. The agency uses edgy humor to stress that speed is what every GT product provides.
In one ad, a couple is seen after making love in the back of a van. A GT decal is in plain view. The man’s arms are thrust skyward in victory, while the woman looks far from satisfied. The tagline reads: “Fast. It’s a corporate policy.”
In another print piece, GT employees are lined up in the company parking lot with their cars. An equal number of traffic cops are writing speeding tickets for each of the workers.
“We felt we needed to leverage “fast’ into a compelling consumer message that invites people in,” said Steinhour.
In addition to the usual cycling publications, ads are being placed in magazines like Outside and Men’s Journal in an attempt to reach potential buyers before they begin shopping for new bikes.
This is Crispin’s first major work since winning the $1 million business last December. The account had been handled in-house, but GT management wanted a more aggressive marketing push to compete against rivals like Cannondale, Trek and Specialized, among others.
“When people are thinking about those bikes, we want them considering GT as well,” Steinhour said.
Credits go to creative director Alex Bogusky, art director Markham Cronin, copywriter Ari Merkin and account supervisor Steinhour. ƒ