Shimano needs sports fans to experience its brand during major international events, in a way that contributes to its brand exposure, brand value and consumer product development. In close cooperation with bike specialists, DST developed a highly practical promotional trailer that Shimano used as its base during multi-day events.
Look and feel
An HGV with extendable trailer roof formed the heart of the road show. This made it easy to transport to the next event. Its ground floor housed the reception area for guests. The first floor featured a high-tech expo of the latest innovation in bike parts. With easy access to look, feel and touch products, visitors experienced the lightness and strength of Shimano’s new product range themselves. For professional event participants Shimano brought its techsupport department, to help service their bikes.
Shimano visited 30 events, both national and international, with its truck. This gave Shimano major brand exposure, and a stage to test product ideas and designs with end users on an informal basis. The road show was an excellent low-threshold way to improve on customer loyalty and further develop products based on customer needs.