THE BRIEF
Cyclist clothing brand Netti briefed DRAFT FCB to come up with a new brand awareness campaign.
The brand was a believer in real cyclists. Not the weekend warriors with their fashionable bright clothing.
This brand had hardwearing and breathable gear.
THE IDEA
Netti would set a tough new standard for road cyclists by creating the 'Tour of Pain'.
We consulted experienced cyclists to find some of the most gruelling rides across Australia
The tour would challenge cyclists everywhere to finish at least three rides - those who managed all rides could earn the Netti 'King of Pain' black jersey.
THE EXECUTION
The tour launched with brochures, in-store, print and online.
The Tour of Pain site became a place cyclists could maintain their Tour social profile and tick off each ride.
