Directed towards a 35 – 50 year-old audience, this campaign aimed to increase awareness that MEC sells Intense Cycles. Since the Intense brand is a premium brand MEC's credibility needed to highlighted. To do so editorial content was connected to the shopping flow to show how MEC plays an important role in the mountain bike community across Canada with their trail building initiative.

The main call to action of this campaign was to get people in stores to see and test ride the bikes. We wanted the members to have a premium experience. We created an Intense section that reflects the brand design and feel. We also added digital signage comparing features of the different models, resulting in a great conversational tool for MEC's Intense experts.