PROJECT
Nox Epium Launch
OUR ROLE
Creative Direction
CTG Design
Campaign & Video Concept and Design
Micro-Site Design
PROJECT SUMMARY
When your client is launching quite possibly the lightest E-Mountain Bike on the market, it’s necessary to go Beyond This World conceptually. To stand out in a crowded market, we took this concept to the moon. From the product naming and CTG to the messaging and campaign look, NOX fans became part of a vibrant, other-worldly experience. The epium.bike microsite harnesses this galactic look to the fullest, allowing the product to shine from its own galaxy. NOX Epium bikes immediately sold out to dealers and made a huge splash in the E-MTB community. The campaign performance was off the charts in terms of PPC and put newcomers NOX Cycles on the map of a growing industry.
CASE STUDY
CTG DESIGN
CREATIVE DIRECTION
Interstellar color schemes from the milky way with a naming concept to match: Epium Mars, Jupiter and Moon. Hand-painted on the bikes underbelly gives a irreplaceable look, replicating the dust that spits up on the frame during an epic tour. Oil slick decals give the Jupiter an alien component that won’t soon be forgotten.
CTG DESIGN
CREATIVE DIRECTION
Interstellar color schemes from the milky way with a naming concept to match: Epium Mars, Jupiter and Moon. Hand-painted on the bikes underbelly gives a irreplaceable look, replicating the dust that spits up on the frame during an epic tour. Oil slick decals give the Jupiter an alien component that won’t soon be forgotten.
JUPITER
MOON
MARS
JUPITER
MOON
MARS
CAMPAIGN DESIGN & VIDEO PRODUCTION
MICRO SITE & VISUAL COMMUNICATION
After the design of the bike was complete, a digital teaser campaign was initiated on social media that revealed a 3-D animated neutral white frame, and mysterious visuals that hinted at a new high-end E-MTB from NOX Cycles called “Epium”. Traffic was directed to a microsite built exclusively for Epium launch with a message to stay tuned for further announcements via Newsletter signup. The 2nd phase was to announce the arrival of the bikes, where we expanded the microsite into a more complete product experience. The digital campaign on social media was highlighted by a 2 min. product film and photo content, showing the 3 colorways and final tech specs and pre-order options.
CAMPAIGN DESIGN & VIDEO PRODUCTION
MICRO SITE & VISUAL COMMUNICATION
After the design of the bike was complete, a digital teaser campaign was initiated on social media that revealed a 3-D animated neutral white frame, and mysterious visuals that hinted at a new high-end E-MTB from NOX Cycles called “Epium”. Traffic was directed to a microsite built exclusively for Epium launch with a message to stay tuned for further announcements via Newsletter signup. The 2nd phase was to announce the arrival of the bikes, where we expanded the microsite into a more complete product experience. The digital campaign on social media was highlighted by a 2 min. product film and photo content, showing the 3 colorways and final tech specs and pre-order options.
RESULTS
Initial Sell-In to the dealers was off the charts, selling out within the first weeks, securing orders enabling NOX to press forward with confidence. With a small, up-and-coming company like NOX we knew we needed good content to get any reach. With the small amount that they were able to invest, campaign performance received amazing value and ROI. The Epium campaign garnered extra PR exposure by winning the German Design Award and was used in a crowd funding campaign for NOX, earning nearly €1 mil. in additional investor financing.
Agency: Fargo Circle Studio
Concept, Art Direction, Script: Drew Jongeward, Tim Paschedag, Vanessa Braive
Production: Matthias Reich
DOP & Director: Matthias Reich
2nd Camera: Florian Eckhardt
Post-Production: Pirate Movie Production
Sound: Raphael Caruso
Colourist: Vladimir Blinov
Animation: Matthias de Cilia
Voiceover: Tom Zahner