LVTPR advises and supports Bosch eBike Systems in creating a broader and stronger brand image among the target group. The e-bike is becoming increasingly popular but still is mostly seen as a product for seniors. Time for some brand activation to position Bosch eBike Systems among younger target groups. Bosch eBike Systems also supplies perfect drive units, batteries and on-board computers for e-bikes for young people.
To support brand activation, LVTPR advised to address the fashion trend of 2019: cycling shorts. With the upcoming Amsterdam Fashion Week (AFW) in mind, LVTPR contacted Dutch fashion designer Kimberley Jenneskens and connected her to Bosch eBike Systems. Jenneskens, who had her own show during AFW, was enthusiastic right from the start. Why? Because both Bosch and Jenneskens are frontrunners when it comes to sustainability and innovation.
Vineeta Diels, Marketing Manager at Bosch eBike Systems: “We noticed that many people associate the e-bike with an elderly group. However, the demand among a younger audience is significant. Like us, Jenneskens is very much about brand experience. Therefore, the two of us got along very well. Creating a fashion item was a new challenge for us.”
The result of the collaboration? A pair of cycling shorts designed by Jenneskens, which were presented on the catwalk during an exclusive fashion show. LVTPR specially invited a number of influencers who perfectly matched the fashion items as well as the younger Bosch eBike Systems target group.
All influencers attended the fantastic show and reported about the collaboration between Bosch eBikse Systems and Jenneskens via Instagram Stories. Afterwards, they received a goodie bag with a pair of limited-edition cycling shorts, which later appeared on feeds from Bobbie Bodt and Lizet Greve.
The cycling shorts – an exclusive item from the Jenneskens collection – were exclusively available at the Amsterdam Fashion Week. Fortunately, we were able to use a few additional ones for an influencer mailing (sent to Nicole Huisman, Sophie May, L’Officiel and Gabrielle Koster) right after the event, to create more awareness for Bosch eBike Systems. In addition, articles on the collaboration appeared in leading fashion titles L’Officiel and amsterdamfashionweek.nl.