Using all our tools – to talk tools. / April 13, 2018
Park Tool is the world’s largest and most trusted brand of bike tools. They maintain that top standing with consumers based on the reputation it carries with local bike shop mechanics across the globe. That was the inspiration behind our work on Park Tool’s “Every Town. Any Fix.” campaign.
With this integrated and award-winning campaign (recently taking home Best of Show honors at a 2018 American Advertising Federation competition), Adventure shed light on how the “fix” these shops are a part of extends far beyond the bikes they service each day.
Led by print ads in international cycling publications and short films running on Facebook and the Park Tool website, we profiled two bike shops that have remarkable relationships with their respective communities. The iconic blue tools are a recurring focal point throughout the executions, but the true heroes are the mechanics and shop owners who make an even bigger impact within their community.
While the print ads reached hundreds of thousands of key influencers, the social videos also gained tens of thousands of views and hundreds of shares. Best of all, a social campaign Park Tool launched concurrent to the print ads inspired other shops to create and share their own “local fix” videos, helping to extend the campaign organically.
Throughout every touch point of the campaign, Park Tool managed to build connections and loyalty with their most important brand ambassadors – the local bike shops and the mechanics who keep them running.