Ladder - Ditch the Bike Guerrilla Campaign
Guerrilla marketing announcement of a new coach - staged 3 LED trucks outside Peloton's office for the announcement and content capture.
Role
Creative Director / Producer
Client
Ladder
Year
2024
Capabilities
Experiential / Creative / Brand
The creative and business challenge.
Ladder needed to announce a new coach coming over from their competitor Peloton - not with a press release, but with a bold, attention-grabbing guerrilla moment that would generate organic content and social conversation.
The strategy, insight, or ambitious concept.
Take the announcement directly to the competitor's doorstep. Stage 3 LED trucks outside Peloton's office broadcasting the new coach announcement - turning a personnel move into a bold, confrontational brand moment that captures attention and generates content.
What I personally owned and led.
Served as Creative Director and Producer through Cortex Studios. Conceived the guerrilla concept, managed the production and logistics of the LED truck activation, and oversaw content capture.
How the concept became reality.
Staged 3 LED trucks outside Peloton's office in New York City broadcasting the announcement of a new coach coming over from their competitor. Captured content from the activation for social and digital distribution, turning the guerrilla moment into a multi-platform campaign asset.
What it achieved.
Delivered a bold guerrilla marketing moment that made a coach announcement into a cultural conversation starter - generating organic content and social engagement through an unconventional, attention-grabbing activation.
3 LED Trucks Outside Peloton HQ
Tactic
Guerrilla Marketing
Type
New Coach Announcement
Purpose
