This task was part of Airofit's Tour de France 2023 campaign. Every year, Airofit would celebrate the biggest cycling race in Europe and typically make a campaign around the event and specifically targeted cyclists. While the Airofit breathing trainer is beneficial for any athlete, Airofit users consisted mostly of cyclists.

Concept

This year's campaign aimed to speak cyclists' lingo. Since Airofit is a high-tech performance optimization device, it tends to spark the interest of tech-savvy people, in this case, cyclists–so we wanted to get into the nitty-gritty of cycling. There are usually three types of stages in the Tour de France: flat sprint stages, hilly transitional stages, and high-altitude mountainous stages. We wanted to be really specific in how breath training is beneficial, no matter which type of terrain a cyclist tackles.

My role

During my time at Airofit, Meta was their main digital advertising platform. In collaboration with the Digital Marketing Specialist and Copywriter, we came up with a range of ads–both statics and videos. The statics were intended to communicate straightforward messages, specifically about the offer one of the devices that Airofit had. The videos were intended to appear as personal as possible, in this case, we adopted a podcast and GoPro-style assets on some of the ads.

I used Adobe Photoshop to create the graphics, a Sony a7 III to film, and Final Cut Pro to edit the videos. We adopted the Tour de France brand guidelines to be more recognizable to the audience, yet also kept Airofit's visual characteristics, such as the typeface and the brand's black and red colors.

Moreover, these ads, of course, required a landing page. I was in charge of the landing page design as well as the web visual content. In collaboration with the Web Coordinator and Copywriter, we built landing pages for this campaign. This time was a bit more unusual than our typical offer-based landing pages. We created a main one that let the visitors personalize the information they received. They could choose a page depending on the kind of rider they were: sprinter (flat), puncher (hilly), or climber (mountain). I used Figma to design the landing pages.

The visitor were directed to the "path" they chose, and the page contained tailored breathing training benefits for the specific type of terrain. 

We've also added some sections to circle back to the race itself, to highlight race information that was relevant to the page's topic. For example, the page dedicated to sprinters would feature a section showing the race's map and have flat stages highlighted. Moreover, we also showed top riders to follow who historically performed well in a specific terrain.

Aside from paid ads and landing page design, I was also in charge of creating some social media posts. During this time of the year, many people are of course, also tuned into Tour de France-related posts on social media. At that time, Instagram was Airofit's main social media channel. In collaboration with the Copywriter, we prepared several Instagram posts, aimed to educate our followers about the importance of strong breathing to tackle different terrains. I used Adobe Photoshop for the statics and Final Cut Pro to edit the videos.