{"id":4257025,"date":"2022-12-07T14:54:12","date_gmt":"2022-12-07T12:54:12","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/unieke-verbinding-maken-in-hechte-nichegemeenschap\/"},"modified":"2025-11-27T17:06:46","modified_gmt":"2025-11-27T15:06:46","slug":"unieke-verbinding-maken-in-hechte-nichegemeenschap","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-nl\/case\/unieke-verbinding-maken-in-hechte-nichegemeenschap\/","title":{"rendered":"Unieke verbinding maken in hechte nichegemeenschap"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/button>\n\t\tLapierre\t<\/h2>\n\t\tUnieke verbinding maken in hechte nichegemeenschap\t<\/h1><\/div>\n\n
\n\t\n\t\tLapierre\u2019s newest model, Xelius, inspires riders to \u2018Ride your next horizon\u2019 in a highly-stylised new campaign. Duke Agyapong, a heavyweight in the cycling community, calls on riders to go beyond previous limitations.\t<\/p><\/div>\n\n\n\t
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\n\t\t\n\t\tThe Challenge\t<\/h2>\n\t\t\t\t\t
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\n\t\tLapierre challenged DEPT\u00ae to launch their latest flagship model, the Xelius, across Europe with a campaign that resonated with riders while highlighting the brand\u2019s core values: brand\u2013design and performance. The target audience is a tight-knit, community of serious cyclists, so finding a unique way to generate cut-through was a must. Creating a visually distinctive campaign aimed at premium riders with a modest budget and media spend was a creative challenge in need of a big idea.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t