Beoplay E8 Sport X Rapha - Press Pre-launch Event

Executing a successful client collaboration

At 10:00am on the 3rd November, journalists from the UK media experienced the Beoplay E8 Rapha Edition first-hand ahead of the official announcement on the 9th November.

In today’s pandemic, creating an immersive activation without any direct contact certainly comes with its challenges. Engaging a group of leading journalists amidst Zoom phobia and lockdown is not an easy feat – how could an agency praised for its face-to-face interaction with the press pull off an event in such circumstances? We wanted to deliver a virtual experience that replicated our real-life interactions with journalists; through our exceptional execution, we were able to deliver exactly that – all from the comfort of their own homes.

The event commenced with an introduction from Andra Gavrilescu and Rob Obeng, Rapha’s Product Manager. Rob talked of cycling’s deep-rooted history with music and its proven performance benefits documented as far back as 1910 at New York’s Madison Square velodrome. The pair progressed the conversation forward to present day with the brand collaboration, the E8 Sport Rapha Edition, its inception and how it is the perfect indoor cycling companion.

  • Bang & Olufsen
  • UK – various locations, remote event
  • 10:00am GMT 3rd November 2020
  • 9x Journalists, 3x Hosts
  • 1 hour
  • Deliver a hands-on, real life experience for the UK media to test out the forthcoming Beoplay E8 Rapha Edition
  • Press pre-launch event
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Just wanted to say thanks for organising the seamless delivery this morning. The bike is set up and ready to go. Might even have a practice ride tonight.
Journalists were delighted with the set-up. Bikes were pre-configured to their height, Wahoo turbo trainers attached, and Zwift profiles created on the supplied iPads

9 members of the media then mounted their bikes – in their homes, ready for a virtual cycle ride with former professional cyclist and double Olympic gold medalist Peter Kennaugh at the helm.

Ahead of the event, each rider was supplied with; a Canyon road bike, Wahoo turbo trainer, Rapha apparel an iPad for Zwift and most importantly, our Beoplay E8 Sport Rapha Edition.

The 20km Zwift course took our peloton of cyclists around the landmarks of London to warm up, then out to the infamous Box Hill in Surrey for some high intensity work before returning to the flats of London for the finish.

Peter kept the riders motivated with regular commentary and a Spotify music playlist to allowing riders to keep their rhythm – his instruction, the riders sounds, and music all transmitted simultaneously to the rider’s ears via the Beoplay E8 Sport Rapha Edition.

After 35 minutes, the course was completed by all riders.  Peter and our hosts thanked our guests for their efforts, whilst press materials were promised to allow journalists to document their experience.

Journalists in attendance:

Esquire                                         Nick Pope

Oracle Time                                Sam Kessler

Observer Magazine                   Genevieve Fox

Elle Decoration                          Clare Sartin

Sunday Times Style                   Zoe Beaty

Men’s Health                              Daniel Davies

Metro                                           Ashley Pearson

GQ                                               Esat Dedezade

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