In 2024, the renowned cycling team previously known as Team Jumbo-Visma transitioned to Team Visma | Lease a Bike, following the end of Jumbo’s eight-year sponsorship. Despite the name change, “Jumbo” remained deeply ingrained in the cycling world, with AI analysis revealing that the new team name was correctly pronounced in only 33.4% of cases. This posed a significant challenge for Visma and Lease a Bike, as they risked losing substantial brand exposure.
To address this, we launched a unique campaign aimed at increasing correct pronunciation of the new team name. Our strategy focused on engaging cycling commentators and podcast hosts, who wield significant influence over public opinion. By targeting these key figures, we aimed to amplify the correct usage of the team name across broadcasts and podcasts, ensuring it became embedded in the cycling community.
To encourage involvement, we introduced a playful challenge, encouraging commentators and podcast hosts to correctly pronounce the team name as often as possible. The cycling community eagerly joined in, helping to tag and correct those who made mistakes. Regular updates after each race kept the momentum going and maintained visibility.
The results were outstanding: AI analysis of over 200 hours of content showed an increase in correct pronunciation to 69.8%. Moreover, the campaign reached 148 million people generating $1.35 million in media value through 122 editorial mentions.
