RYOBI - X-Ray
Australian Dirt Bike Rider campaign
This campaign was specifically designed for Australian Dirt Bike Magazine. It was created to attract a younger demographic to the brand. The campaign takes a humorous approach when relating the Ryobi tool range with the motor sport, and taps into the notorious reputation dirt bike riding has for injuries.
The campaign began with the release of three full-page print ads, which ran each month in the Australian Dirt Bike publication. Following the print we launched the Ryobi X-Ray Games. A monthly competition that requested readers to send in their own X-rays, with attached stories of their misfortune. The competition also had digital elements, with interactive banners, and a microsite show casing the entries.
The campaign began with the release of three full-page print ads, which ran each month in the Australian Dirt Bike publication. Following the print we launched the Ryobi X-Ray Games. A monthly competition that requested readers to send in their own X-rays, with attached stories of their misfortune. The competition also had digital elements, with interactive banners, and a microsite show casing the entries.
The Print Campaign was accepted in Luerzer's Archive, and reviewed in B&T, and Admedia magazine
