Bigger Than the Last One.
KNAAP Bikes
If you look to the left, you won’t see a KNAAP riding by on the right.
The fatbikes of KNAAP are popping up everywhere worldwide. The beauty is, no matter how they grow, the e-bike sticks firmly to their brand attitude: If they do something, it must radiate ‘KNAAP fun’.
Adversary:
People are fed up with the uptight and opinion-boasting culture of today: lighten up & relax as we take our fatbikes seriously, but thankfully not ourselves."
- KNAAP
For the release of two new KNAAP models, we made a video clip that highlights the biggest difference between the new and old models: 7 centimeters in height. Which is a lot if you make it sound like it’s a lot.
The big difference: they’re just bigger.
Why tell it, when you can rap it.
From meat substitutes to phone providers: advertising loves rap. It felt high time for KNAAP to hitch a ride on the apparently successful hype. We could rap about everything that makes this new bike so great. Instead, we thought: how can we be as braggadocious as possible about the slightest difference? We may have exaggerated that a bit à la KNAAP.
Small budget, bigger impact.
As a start-up that has since shot halfway into the stratosphere, KNAAP cleverly harnesses social media power, where its target audience is 24/7. The online video reached 4 million views and counting. Sales of the new models BCN and LON skyrocketed.
Documentary. Mockumentary.
Potato. Potato.
More campaign reach and suitable successors. Just as easily said as done with a strong brand narrative. So to extend the campaign, we gave it an appropriate follow-up in the spirit of KNAAP: a documentary mockumentary. Without DJ Khaled, with far more important creatives.
More bikes sold
than last yearQuantative Views
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