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SARIS CYCLING

Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. The honesty was rewarded with a 42% increase in sales all attributed to the advertising. 

Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. The honesty was rewarded with a 42% increase in sales all attributed to the advertising. 

Lindsay, Stone & Briggs invented and developed an online system for cyclists to track their power and train against any one in the world. This was years before the current offerings like Zwift and Strava. This is the video that launched it. 

Here is the actual site. We used the drug dealer strategy: you could download it free, but you needed a power device to really use it.