Case Study
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SABRE Awards, Diamond, Africa, 2020
Gokada, a motorbike hailing service, launched a media event that reversed negative brand perceptions by allowing the media to meet its newly-trained drivers and new bikes after a temporary closure due to bad service in Nigeria.
Case Study
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Giacomo Frigerio, WARC Awards, Entrant, Effective Content Strategy, 2020
Motorcycle brand Ducati Motor Holding launched a new positioning in the travel sector with its Born to Travel campaign in Europe and the US.
Case Study
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Touché!, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Vehicle brand BRP took an unconventional approach to publicise the launch of its latest model to a younger target audience, teaming up with pop culture icons to increase awareness and drive trial.
Case Study
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Saji Abraham, Sidhu Shivank, WARC Prize for Asian Strategy, Entrant, 2019
Legacy motorcycle brand Jawa used a cleverly seeded digital-only campaign to target millennials for its relaunch in India.
Case Study
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SABRE Awards, EMEA, Product Media Relations (trade media) , Gold, 2019
Bike-meets-tech company VanMoof used a media relations strategy to launch its latest range of connected city bikes across the UK, France and Germany.
Case Study
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Maxine Thomas, WARC Awards, Shortlisted, Effective Content Strategy, 2019
Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.
Case Study
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Data and Marketing Association, Bronze, 2018
Triumph, a motorcycle manufacturer, hit upon the idea of The Spirit of 59', calling on the brand's heritage to engage key European markets, the US and Japan.
Case Study
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Maxine Thomas, Heather Segal, David Tremblay, WARC Media Awards, Bronze, Effective Channel Integration, 2018
Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.
Case Study
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Ekta Relan, Pallavi Bhosale, WARC Prize for Asian Strategy, Entrant, 2018
Indian motorcycle manufacturer Bajaj ran a social awareness campaign focused on women's safety to strengthen association between freedom and liberation and its Avenger brand.
Case Study
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Emvies, Best Media Innovation, Digital, Search, 2018
Hero MotoCorp, a motorbike brand, improved consideration in India by partnering with key search engines to create a microsite which showed its superiority against its competitor within search results.
Case Study
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Emvies, Best Integrated Campaign, Consumer Durables, 2018
Hero, the world's largest and most iconic two-wheeler company, used a multi-pronged strategy during Navratrato Diwali to arrest declining market share in India.
Case Study
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SABRE Awards, South Asia, Fashion & Beauty, 2018
Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.
News
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22/06/2018
PARIS: Residents of several major European cities have made use of bike-sharing schemes ever since Paris pioneered the hugely popular Vélib system in 2007 and now the French capital is about to become a test bed for e-scooters.
Case Study
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AME Awards, Gold, 2018
Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.
Case Study
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AME Awards, Gold, 2018
Harley-Davidson Canada, a motorcycle company, attracted a broader target audience in Canada by showing how diverse its riders are through a foreign exchange of bikers documentary.
News
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12/12/2017
BEIJING: Following last month’s bankruptcy of China’s third-largest bike-sharing company, there is growing speculation that two or more of the remaining major players may be forced to merge to have any chance of becoming profitable.
Case Study
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Data and Marketing Association, Silver, 2017
Honda, an automotive brand, successfully maintained its position as market leader in the UK by introducing a tool that matches customers with its best fit motorcycle and provides steps to help them pass their test.
Research Paper
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Liang Ma, Xin Zhang and Gao Shan Wang, International Journal of Market Research, Vol. 59, No. 6, 2017, pp. 767-786
This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.
Article
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Victor Fantauzzo and Estefanía Frontero, WARC Exclusive, November 2017
Explores the main challenges and tendencies regarding urban mobility that can be seen in Latin America.
Case Study
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Ekta Relan, Pallavi Bhosale, WARC Prize for Asian Strategy, Entrant, 2017
Bajaj Auto reintroduced its Bajaj Avenger, a cruiser motorcycle, in India with a social media and content-based campaign.
Case Study
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Aditya Jaishankar, Anand Ganesh and Ankit Sharma, WARC Prize for Asian Strategy, Entrant, 2017
Motorcycle manufacturer TVS used a multimedia approach and leveraged the harvest festival of Pongal to win back consideration for its Star City+ model in Tamil Nadu, India.
Case Study
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Leo Burnett, WARC Prize for Asian Strategy, Entrant, 2017
Motorcycle manufacturer Bajaj used a social-media-driven content platform that tapped into national pride to launch a new commuter model in India.
Case Study
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Ganapathy Balagopalan, Aditya Arora and Nikhil Mohan, WARC Prize for Asian Strategy, Entrant, 2017
Motorcycle manufacturer Bajaj used TV, print and on-ground to reframe the market narrative and reverse the sales decline of its Platina model in India.
Article
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Brian Carruthers, Event Reports, Festival of Marketing, October 2017
Brompton bikes are known as commuter bikes, a brand image that the company never chose; a manufacturer, its story involves a successful product understanding what it means to be on a public, global stage.
News
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17/08/2017
SHANGHAI: China’s two leading bike-sharing firms, Ofo and Mobike, are linking up with established brands and expanding overseas even as the companies’ valuations continue to exceed their apparent revenue-generating capabilities.
