A whole country in an app

Race la France!

ChallengeIn their way to modernization, Le Coq Sportif is using their legacy in cycling (branding of the Yellow Jersey in Le Tour de France) and the current hype around bikes, to develop a new cycling style collection and bring with it a new and differential mobile approach to the brand.

Consumer problemFor many French people le Tour de France is a traditional event they watch passively. Only professional cyclist race in that competition, and well, no French participant won since 1985.

InsightAll the hype around bikes is something that was grown and developed around the street culture.

StrategyBring Le Tour de France to a people/street level, where the fans for bikes can become the heroes of the competition.

IdeaInspired in Le Tour de France, Le Coq Sportif brings a new street competition: Le Vélo. A new smartphone game where everyone races to own a new Étape in the street of their city.

In cities like Paris, London or Amsterdam people take the bike regularly. Now their journeys become a real time competition, where users race to own streets. You can own or steal other people’s street simply by riding your bike along it.

To develop the social aspect of the competition, users connect with facebook to team up and talk to each other organically, as well as sharing their achievements.

To boost the game, Le Coq Sportif organizes competitions releasing cheats in different cities as well as giving unique rewards and discounts for their new cycling collection for the winners.

ConclusionLe Velo positions Le Coq Sportif close to the kids: engaging with hype on an ongoing experience and creating a community around the brand. All adding commercial value and driving users to follow the latest updates of the new sportswear cycling collection.