Sven Labenz
Managing Director
Serviceplan Social & Culture
60
Participants
100 km
Community ride
1
Shared experience
Overview
For LÖFFLER, we designed a community ride that made the brand tangible beyond product communication. Sixty riders covered 100 kilometres together, supported by a curated route, community hosting, a thoughtful goodie bag and Field Notes that extended the experience into an editorial object.
Challenge
Building a distinctive position in a crowded cycling market.
LÖFFLER produces high-quality performance apparel for cycling and outdoor sports, but the brand is still less widely known than many international competitors. In a category where numerous brands communicate through similar product claims, technical features and high-profile campaigns, the challenge was not simply to generate additional awareness. LÖFFLER needed a distinctive position that cyclists could understand and experience.
The task was therefore to translate the quality and credibility of the products into a clear cultural attitude: a brand that is closer to the everyday reality of cycling, more interested in participation than spectacle and more committed to the people who ride than to the hype surrounding the sport. The Community Ride needed to make this difference visible without relying on louder advertising or trying to imitate more established cycling brands.
Solution
Translating "Less Hype. More Rides." into a real experience.
The strategic North Star was simple: Less Hype. More Rides. Instead of explaining this positioning through another advertising campaign, we translated it into a cycling experience that allowed people to understand the brand by riding with it.
The LÖFFLER Community Ride placed the actual experience of cycling at the center: 100 kilometers through and around Munich, shared by 60 riders. Every element followed the same principle. The route mattered more than a spectacular location. Personal conversations mattered more than prominent guests. Useful products mattered more than promotional giveaways. Field Notes captured the people, places and moments of the ride instead of presenting a polished brand world.
In this way, the event became more than an organized group ride. It turned "Less Hype. More Rides." into a tangible brand idea and gave LÖFFLER a distinctive role within cycling culture: a performance apparel brand that earns relevance by creating more opportunities for people to ride together.
Provided services
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„The value of a community ride is measured not just in kilometers, but in the experiences people share along the way. LÖFFLER brings 60 cyclists together across 100 kilometers through Munich, placing a true sense of belonging at the core of its brand positioning: ›Less Hype. More Rides.‹“
Top Key Takeaways
#1
Participation creates stronger memories than product messaging.
#2
Utility earns a credible place in community rituals.
#3
Editorial objects help a one-day experience travel further.
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About Serviceplan
Serviceplan is Europe’s largest independent creative agency and the founding brand of the Serviceplan Group. Founded in Munich in 1970, Serviceplan is now firmly established internationally through the House of Communication model and works in an integrated manner across media, data, technology, and experience disciplines.
The agency stands for ÜberCreativity - an interdisciplinary approach that combines strategy, creation, and technology to position brands as culturally relevant players. Serviceplan delivers integrated communication solutions across all channels, from brand and campaign development to experience and content systems.
Serviceplan’s creative prowess is internationally recognized: The agency consistently ranks among the most successful independent agencies at the Cannes Lions, ADC, D&AD, and other international creative rankings, and has been named Independent Agency of the Year on multiple occasions.
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SVEN LABENZ
SERVICEPLAN CULTURE
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FAQ
The LÖFFLER Community Ride is a community activation developed by Serviceplan for the cycling apparel brand LÖFFLER, in which 60 riders cycled 100 kilometres together through Munich to make the brand's positioning tangible instead of just communicating it.
Serviceplan translated LÖFFLER's "Less Hype. More Rides." positioning into a real cycling experience rather than an advertising campaign, combining a curated route, personal community hosting, a useful goodie bag and editorial Field Notes documenting the ride.
Serviceplan's LÖFFLER Community Ride brought together 60 participants who cycled 100 kilometres together, turning one shared cycling experience into a distinctive brand moment for LÖFFLER within cycling culture.