Gazelle at ADE 2017

WHAT IS GAZELLE?

Gazelle is one of the leading bike manufacturers in The Netherlands with 250.000 bikes made per year. To connect with a younger audience, Gazelle teamed up with Spinnin’ Records to use dance music to promote their bikes.

GOAL

Promote Gazelle with dance music as the cool and hip brand for bikes among the young target group of 12 to 25 year olds.

SUMMARY

395,000 visitors from over 90 countries visited the 2017 edition of Amsterdam Dance Event, the biggest global gathering in Dance Music, and the place to be for brands that want to be active and relevant for the Dance Music target group. As the biggest dance label in the world, Spinnin’ Records is present during ADE on multiple locations hosting various events, including the Spinnin’ Popup Store, Club Spinnin’ and the Spinnin’ Academy.

During the long-term partnership Gazelle and Spinnin’ Records created the Spinnin’ by Gazelle bike, which was heavily promoted in three different ways during ADE to showcase the bike to thousands of people. The bike was promoted through:

• Incentive, with a chance of winning tickets for the Spinnin’ Sessions party at Club Spinnin’
• Spinnin’ Reporters by Gazelle, who reported live on Instagram cruising around Amsterdam on the Spinnin’ by Gazelle bike
• A Bike Rental service with a ‘Spot the Bike’ contest, where you had a chance of winning a bike if you posted a picture of it on Instagram.

Next to being very present offline, the online results for this campaign include 1.5 million social media impressions, 559 participants for the contest to win Spinnin’ Sessions tickets and the Spinnin’ by Gazelle bike and 4,859 link clicks in total across all of our online promotion.

IDEA

Amsterdam Dance Event is the biggest global gathering of Dance Music professionals and fans in the world, attracting 395.000 visitors from over 90 countries in the span of a week in 2017. ADE is both a conference where Dance Music Professionals gather from all over the world and the biggest Global Dance Festival taking place throughout Amsterdam. ADE's festival program covers the whole spectrum of electronic subgenres, with over 2,500 artists performing in 140 of Amsterdam's finest music and nightlife spaces.

ADE is the place to be for brands that want to be active and relevant to the Dance Music target group aging 15-30 years old. Spinnin’ Records is at the epicenter of ADE, offering a large range of opportunities for brands to reach this target audience. Reaching the target audience is done by Spinnin’ Records by combining online with offline. Spinnin’ uses online to reach a very large audience of more than 35 million fans with the campaign, and offiline to create awareness and by being relevant and active with your brand for all people attending ADE in 2018.

As the biggest dance label in the world, Spinnin’ Records is present during ADE on multiple locations hosting various events. These events include:

• Spinnin’ Popup Store, the epicenter of Spinnin’ Records during ADE where we showcase what’s new with Spinnin’ in products, merchandise, host fun experiences, Meet & Greet opportunities with artists, artist drinks and it’s a place where Spinnin’ showcases its partnerships with brands that the label works with. Last year, the store was located at the ‘9 straatjes’ area in Amsterdam, the shopping center for trendsetting stores and an equal crowd, attracting thousands of people and a perfect spot to showcase brands in an ultimate Dance Music environment.

• Club Spinnin’, a multiple night club event in one of the most renowned clubs of Amsterdam, Air Amsterdam, attracting 4.000 people to its event.

• Spinnin’ Academy, a day time event and the place to be for young producers to learn from the biggest DJ’s through masterclasses and Q&A’s.

During the long-term partnership Gazelle and Spinnin’ Records created the Spinnin’ by Gazelle bike. A limited-edition bike sold exclusively via https://puurnl.gazelle.nl. In this partnership, ADE played a big role and was a huge opportunity to showcase the bike to thousands of people. With this campaign during ADE, we promoted the Spinnin’ by Gazelle bike in three different ways and made heavy use of the Spinnin’ Records and artists social media channels for all of them.

The bike was promoted through incentive with our Spinnin’ Sessions party. The incentive worked two ways. If you bought a ticket for Spinnin’ Sessions, you had a chance at winning the Spinnin’ by Gazelle bike and the other way around you could buy the Spinnin’ by Gazelle bike to get two free Spinnin’ Sessions ADE tickets plus a Meet & Greet with Spinnin’ artists.

Spinnin’ Reporters by Gazelle were promoting the bike by riding it around Amsterdam. Through Spinnin’ Records Instagram Stories we broadcasted live with a different Spinnin’ Records artist as the reporter for every day of ADE. The reporters were: Mike Williams, Sophie Francis, Lucas & Steve and Gregor Salto. The artists showed everything that’s going on during the most hectic week of the year, while cruising on the Spinnin’ by Gazelle bike through Amsterdam.

To include the target group even more, we set up a Bike Rental service and held a ‘Spot the Bike’ contest. At the Spinnin’ Popup Store you were able to rent the Spinnin’ by Gazelle bike for free for a period of 24 hours. In total, we had 15 bikes available. With the Spot the Bike contest, everyone who spotted the bike in Amsterdam during ADE were asked to take a picture and post it on Instagram with the hashtag #spinninbygazelle for a chance at winning one of the Spinnin’ by Gazelle bikes.

The results for this campaign include 1.5 million social media impressions, 559 participants and 4,859 link clicks.