The Z20 Aero was Bell’s biggest road product launch for 2019, and video content was a main component of the launch strategy.
When planning this project we as a marketing team wanted to go all in on high value production, enlisting the help of Metis Creative. The video features two riders dueling it out to be the fastest sprinter, encapsulating the messaging around the Z20 Aero.
We decided paid ads were a good approach to gaining traction in the market. In order to leverage content to the maximum potential we created various cuts with different touch-points. These ads were then used in AB tests, to see which were performing at the highest rate.
Youtube Bumper Ads and Instagram Story ads were a key part of the marketing funnel
Overall this campaign performed beyond expectations, yielding a reach of over 14 million on Instagram and Facebook, and positioning the launch video as Bell’s highest viewed video on YouTube.
Creative Direction, Content Strategy
Director, Camera, Editor: Jon Reynolds and Cameron Baird of Metis Creative
Photographer: Skyler Bishop