Objectives and strategy
Our target audience, leaders of mobile and e-commerce companies, are a sought-after crowd, tribal and averse to traditional advertising.
To reach them, we knew we had to find a way to play a part in their everyday lives. We needed to show Braintree's benefits not just tell them. So we created an engaging brand experience that improved the lives of these hardworking, mobile-savvy, on-the-go entrepreneurs, we crated Tour de Tech, real bike race on a virtual route.