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Project Overview

When you sponsor an important event, you can’t just “be there”.
Juice it up!

ROUVY, the most realistic indoor cycling app on the market, is the official sponsor of La Vuelta España. Given this extraordinary opportunity, we couldn’t just settle for brand presence in Madrid Grand Final, especially considering the brand’s global market reach. We had a chance to increase Rouvy’s brand awareness, which at that time, was 7% among potential users.

The challenge:

We had to go beyond classic sponsorship actions and put Rouvy’s brand name on la Vuelta, as competition for visibility is high in an event as important as this one. Rouvy had planned many initiatives, but we were missing an umbrella concept to align all pre-, during and post-event actions.

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Opportunity

Find a product-based idea that positions and differentiates ROUVY and gives it an emotional layer to appeal to riders.

We analysed all the strategic components we had, especially the value proposition, based on being the most real app in the market. We then conducted in-depth research to identify all the needs and feelings of riders and found that riders are incredibly passionate, indoors or outdoors – they’re real enthusiasts, almost ‘freaky’ we could say 😉

We realised we needed to find a unique factor to differentiate us from other apps and establish an emotional connection with these passionate riders. That’s how we came up with ‘WE ARE REAL RIDERS’.

An idea that allowed us to talk about the target: real riders, real winners, real emotions, real sweat, real passion… all while emphasising that the Rouvy app offers real competition, real challenges, and a real experience.

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Activation

Who are real riders?

To add value to the concept and gain visibility, we released a video before the event inviting all real riders to sign up for the final of Rouvy ‘La Vuelta Virtual’, which took place on the same day as the last stage of La Vuelta. More than 7000 riders from 73 countries participated in ‘La Vuelta Virtual’, resulting in hundreds of new app registrations.

Real impact

In addition, as part of the “real” commitment, we created the “Real Impact” initiative in collaboration with También Foundation, a foundation dedicated to promoting the inclusion of people with disabilities in sports. We donated 10€ for every participant in the Grand Finale of ‘La Vuelta Virtual’. The aim was to have the ROUVY brand leave a real footprint in society.