Retro Pitch Hits Emotional Touch Point with Reviewers
Nautilus tasked The Hoffman Agency with a post-launch reviews program for its new Schwinn Classic Cruiser. As you can see below, it's a beauty.
Combining a retro-style and modern features, it even incorporates an app allowing riders to play "paper boy/girl" as part of the workout.
Because Nautilus projected niche demand for the product, Product Marketing allocated only five bikes (which cost roughly $500 per unit) for product reviews. With the market saturated by exercise bikes — Nautilus by itself offers three bikes under three different brands — we needed to not only generate interest, but do it in a way that maximized the PR value of the five units.
A Drive Down Nostalgia Lane
Our strategy centered on the nostalgia of the product. We wanted to bring to life the feeling of the bike's design and harken back to childhood days when the big decision was what baseball card to put in your wheel spoke or what color handlebar streamers to hang on your bike. To create this emotional touch point, we designed a kit that included bike accessories: a Cruisin' license plate, red and white handlebar streamers and bicycle horn (Exhibit A).