Box Hill Super Climb

Background

We were approached by Sense to create a new sporting MPE to appeal to a cold audience, as well as re-engage those who had previously taken on an active challenge on behalf of the charity.

They had identified this as a potential opportunity to diversify their product portfolio and generate additional income.

The brief

Due to Sense’s latest partnership, we had an exciting opportunity to sell something no one else has got. A closed-road charity cycling event at the world’s most popular climb – Box Hill. It is a popular destination for cyclists in London and Surrey and was included in the 2012 Olympic road cycling route.

Our brief was to develop the audience, product, proposition, name and standout creative.

The work

Killer started by understanding the relevant audiences. We identified the primary audience as casual but serious cyclists – those who may have taken on something like Ride London and looking for their next solo or group challenge. The secondary audience was identified as people comfortable taking on a bigger challenge, so we needed to ensure we developed a flexible challenge suiting cyclists of all levels.

The challenge needed to be achievable but hard enough that people could ask for sponsorship. We focused on the 3 key USPs of the challenge:

• Closed roads – The appeal of this was highlighted in Sense’s survey to supporters
• Box Hill - A top destination for cyclists
• Elevation challenge – Unique challenge and something new for our audience

We presented 3 challenge ideas from which the team selected Box Hill Super Climb – a tough elevation challenge; repeating the 116m Zig Zag climb as many times as you can bear.
This is a unique challenge and not a product that exists anywhere else in market, giving it a real point of difference. The event name speaks to the challenge activity, builds on the existing appeal of the iconic Box Hill and gives Sense a real ownership of the experience.
The nature of the challenge gives flexibility– whether participants cycle the hill x2 or x69 times! This also creates the opportunity to dial up the competition in campaign messaging and give the event longevity as participants could return in future years to beat their previous hill reps.
We created a bold and dynamic creative campaign aimed at our serious cyclists. We collaborated closely with the brand team to keep the charity’s beneficiaries at the heart of everything and ensure all design and assets were easily accessible.

This never-been-done-before, hill repeats elevation fundraising campaign, makes the most of being able to roll along on the safe closed roads of Box Hill and is aimed at all types of ambitious cyclist that loves an endurance challenge.We can’t wait to see this event come to life as well as having all those involved getting the Kudos of being on the Box Hill Strava leaderboards.

The campaign is now live and recruiting participants for the September event!