GIVI Magazine - Novembre 2015

ENGLISH TEXT ANNOUNCING GIVI EXPLORER THE WORLD AS SEEN ON TWO WHEELS THE WILL TO UNITE ALL PASSIONATE BIKE TRAVELLERS UNDER ONE SKY, DRIVEN BY THE ENTHUSIASM OF SHARING THE EXCITEMENT LIVED DURING OUR TRIPS ALL OVER THE WORLD. THIS IS WHAT BROUGHT US TO LAUNCH GIVI EXPLORER, THE WEB PORTAL FOR THOSE WHO NEVER STOP EXPLORING THE PLANET AND EXPERIENCING DIFFERENT CULTURES AND PEOPLE… T he real trip is always by motorbike! GIVI EXPLORER is GIVI’s portal dedicated to bike travel. The kind that is a challenge, that puts you in contact with the world. Under the rain, braving the wind, marked by the sun. In front of obstacles to overcome, unexpected meetings, hard days and freezing nights, these are experiences you will never forget and which form your character, change your life. Bike travel is what puts you in front of breath-taking scenery, sudden great joys, incredible friendships, unique and indescribable feelings: experiences you will never finish to tell others about and that others will tell of you, and will relive with you, enriching your life. Because bike travel is also an inner journey, which tests your strengths and weaknesses. Exactly as it tests your vehicle and gear, your equipment: arms and armour of the real rider. captions 1) GIVI EXPLORER APPEARED ON THE WEB AT THE END OF AUGUST 2015, IN CONJUNCTION WITH THE DEPARTURE FOR SOUTH AFRICA OF A GROUP OF BIKERS SPONSORED BY GIVI. THE NEXT PAGES OF THE MAGAZINE ARE DEDICATED TO THIS EXTRAORDINARY RAID. INTERVIEWWITH FRANCESCO BETTELLI CREATIVE DIRECTOR OF LDB ADVERTISING, GIVI’S ADVERTISING AGENCY From which strategy and with which goals has GIVI EXPLORER come to life? The portal is a new important element of a long-term positioning strategy that we have studied and shared with the company over the last few years. The goal is to make GIVI’s brand the international reference point for the world that revolves around motorbikes, especially for the touring that moves between road and dirt tracks. Amongst the various activities, GIVI organises exciting tours and raids in the most remote areas of the planet, and this is in itself a value well worth communicating. So it’s a project that started as storytelling? Yes. Each trip is in itself a story. So we said to ourselves: why not gather the material of these incredible tours and tell them in a portal, to share with all our passionate clients? We started designing the website, with the idea of not limiting ourselves to showing videos and photos of trips: the portal had to be a real guide to explore – thus the name EXPLORER – and where to find maps, itineraries, practical off-road riding tutorial videos, ideas for new adventures and naturally GIVI products, to face the journey with the right dose of comfort and safety. This is storytelling. Not only GIVI-sponsored trips Exactly. We asked ourselves what it would be like to ‘open’ the portal also to trips of final users, not only clients. We thought it would be even more fun: the users themselves would help us enrich the portal by sharing with us their nicest trips. In the end when we talk of UGC (User Generated Content) that’s what we are referring to, right? Fantastic collaborations ensued with incredible riders, demonstrating how communication, or better the storytelling of a brand like GIVI, runs on a fast track when it manages to transmit the passion the company has in what it does. After all it’s passion that makes a simple brand a ‘Love Mark’, right? Undoubtedly. And more so in the future: passion and sharing are and will always be the meeting point – also in commercial terms – between user and company. Find your dreams on GIVI EXPLORER On the portal we tried to present all the aspects that the bike rider interested in the bike ‘raid’ experience expects to find. The travellers’ experiences with their first-hand stories, video reports, photos, useful advice, maps of the itineraries with the routes, curiosities and historical news which give more depth to the story. Our stories are full of excitement lived in incredible places, at the four corners of our planet, right up to the edge of the world. You can dive into them like into a kaleidoscope of fantastic scenery that the great forces of nature display in front of your eyes. Or you can study them with care, planning your next bike trip following the same route, or inventing a new one. For this you will be aided by the precious advice on GIVI equipment and products used by our testers and collaborators, and the tricks revealed by people with a lot of experience, which teach you how to get out of difficult situations or unforeseen problems. You will also find tutorial videos, fundamental to acquire a good working knowledge on all you can expect from your bike, how to drive it on different types of tracks, how to face different degrees of difficulty: from the easiest things like repairing a puncture or distributing loads correctly on the bike, to the more difficult ones like driving off-road or crossing a stream. GIVI EXPLORER. Exactly what GIVI wanted Going on a bike trip is an exhilarating experience and to be lived to the full it requires serious preparation, besides a desire for adventure. Choosing the right accessories becomes fundamental. When you are in Patagonia under a heavy rain, you cannot afford the risk of having bags or cases that are not water resistant. You must have accessories made properly. Without compromising. And we are certain that our products answer fully to the needs of safety, reliability, design and ease of use. Why do we talk about GIVI in this portal? Because we are passionate bikers, because we test our production ‘on the field’, because we can tell you, through our trips, how to best use our accessories, how to install them and which to choose to optimise your equipment according to your needs, the destination and whether you are travelling alone or not. Givi Magazine Novembre 2015 - Givi Explorer  7