I RIDE EVS CAMPAIGN
The goal of this campaign was to connect with EVS customers on a personal level and give them their fifteen minutes of fame. Participants were able to send in their battle-scarred EVS gear with a story of how it protected them in a crash. In return, we replaced their gear for free. Although a simple concept, it organically solidified EVS' reputation as THE protective gear company from our own customer's mouths. It generated buzz in the industry and made life long EVS believers out of everyone that participated.
One of the crucial elements of this campaign was how we delivered it, the message we sent to our customers. Let's dissect the tagline. The purpose is to evoke emotion and thought. Anyone can wear EVS. Anyone can buy EVS. Anyone can Choose EVS. Those are simply literal actions. No emotion, no thought process is started when a customer reads that. When a tagline or message is simply a literal statement, it accomplishes the bare minimum. The statement, I RIDE EVS evokes emotion and thought. It is not a literal sentence, but an aspirational metaphorical statement. The word RIDE is positive. When you are riding, you are happy. Our customers aspire to ride whenever they can. It is a part of their life. This tagline said everything we wanted our participants to say in three words.
We blasted this campaign out via email, our website and social media. We highlighted customers stories and encouraged other customers to participate. We got some incredible stories from it and even featured a few of them in our 2015 printed catalog.