Le Tour: The MAMIL* Winback

The challenge: As Strava grew to include more people and more sports, how could we continue to earn the trust and excitement of the core cyclists who initially helped the platform grow?

The solution: We created an ad that aired during the Tour de France and Tour de France Femmes avec Zwift. Co-starring pro cyclist Marianne Vos as she shared her riding on Strava – the good moments, the low moments, and everything in between – it beckoned other cyclists to share their journeys too. 

Shot & directed by Daniele Anastasion of Knucklehead Studios.
*MAMIL = middle-aged men in lycra.

The Backstage Pass

Strava’s partnership with the Tour included an in-app “hub” with pro riders’ uploads, insight into Strava segments along the course and official Tour riding challenges.

We branded the experience a “backstage pass” – your chance to get closer to the action and glean insights on the riders and the course that you couldn’t find on the TV coverage.

CRM

Our campaign harnessed the magic of the Tour to drive hype around Strava’s role in an iconic race.