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Top 6: May 7th 2008
Interactive
IRO Cycle: IRO Cycle
Top 6: May 7th 2008
IRO Cycle is a manufacturer of high quality yet affordable fixed gear bikes—the type employed by bicycle messengers, adopted by hipster communities such as Williamsburg NYC and San Francisco’s Mission District and now finding a place in the larger consumer market. New York-based indie ad agency Woods Witt Dealy & Sons (WWD&S) hopes to grab a leadership role in this burgeoning sports category by refining and amplifying IRO’s brand identity and awareness among primary (enthusiast) and secondary (casual) targets through the creation of a highly experiential e-commerce website, www.irocycle.com. Launching today, the strategic goals were to provide a sticky, authentic, community-focused, online shopping environment for enthusiasts while growing the category by educating newcomers.
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