In 2018, CA Technologies launched a new creative platform to fuel its sponsorship of Trek-Segafredo. “Who’s Behind You?” posed a profound question to the world and told the story of the people, businesses, and technology behind one of cycling’s most famous teams. At the heart of the campaign was an emotive season-long content series revealing the family, friends, and support staff who play a critical role for the team. The campaign was infused across all touch points, including a newly developed cycling-themed newsletter The Break, and CA’s cycling hospitality program. The campaign outperformed all core objectives, including playing a pivotal role in driving a $50+ million pipeline.
