Champions in their field

What happens when individual cyclocross champions unite in a cycling team? That's what the founders of the women's cycling team Plantur-Pura wondered. In 2020, they gathered cyclocross champions from around the world to compete together in major road races such as the Tour de Femmes, Amstel Gold Race, and Liège-Bastogne-Liège. Capital Sports handled the marketing for Trespa International, producer of title sponsor Pura.

Pura NFC
Trespa International makes high-quality and decorative components for facade cladding, including the Pura facade strips. This wooden panel material is perfect for use as an architectural element thanks to its natural appearance. Next to delivering quality products, Trespa International promises a customer-centric focus, in which safety, integrity, drive and passion are paramount.

Rensters Plantur-Pura in actie
Plantur-Pura game

Those key words - in particular drive and passion - we found in the sponsorship of women's cycling team Plantur-Pura. The connection to this team immediately increased brand awareness. But Trespa International wants more. To appeal to architects, distributors and contractors, they turned to Capital Sports. Together, we ensured that Pura became a champion not only in cycling, but also in construction. 

Online games
To achieve that goal, we wanted to grow the number of leads. This required mail addresses. However, most people don't just leave their personal details. An important part of this form of sports marketing was therefore to lower the threshold of data collection. Online games are a proven successful method for this. 

For Trespa International, we developed several interactive online games. For instance, we let people make predictions about the competition, let them play cycling memory, and jump on virtual bikes on a digital course full of competing riders. Those with the best prediction, highest memory score or most overtakes received a unique cycling jersey signed by the stars of the team.

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