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Eicher Motors Limited (Royal Enfield): Made like a gun, goes like a bullet

Case Study • MMA Smarties, Silver, Indonesia, 2020

Royal Enfield, a motorcycle brand, increased its conversion rate by 420% in Indonesia despite the COVID-19 lockdown.

Harley-Davidson: Email Like We Ride

Case Study • DMA (UK), Silver, 2020

Harley-Davidson, a motorcycle manufacturer, launched an email campaign featuring cinemagraphs, carousels and GIFs to give UK consumers a taste of the freedom they can experience when driving a Harley-Davidson.

Harley-Davidson: Boosting SEO with topic models

Case Study • Tradd Salvo, WARC Media Awards, Bronze, Best Use of Data, 2020

American motorcycle manufacturer Harley-Davidson rebuilt and optimised its website to attract organic traffic in order to engage a younger audience of potential riders.

Ski-Doo: Escape Mountain

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Snowmobile maker Ski-Doo appealed to younger skiers and snowboarders with a TV and online episodic content series and grew market share to a record high in North America.

Revolt: Improving Access to Electric Mobility & Democratizing Technology and Mobility

Case Study • SABRE Awards, Gold, South Asia, 2020

Revolt Intellicorp, an electric motorcycle brand, democratized mobility with an affordable, sustainable solution in India.

Gokada Nigeria: #Gokada2.0

Case Study • 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.

US, Motorcycles & bikes Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the motorcycles & bikes sector in the United States since 2007.

Ducati Motor Holding Spa: Multistrada Family – Born to travel

Case Study • 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.

Can-Am Ryker: A ride like no other

Case Study • 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.

Jawa: The Lazarus Motorcycle

Case Study • 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.

VanMoof: The no bike' bike launch"

Case Study • 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.

Harley-Davidson: Common Ground

Case Study • 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.

Triumph Motorcycles: The Spirit of 59'

Case Study • DMA (UK), 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.

Harley-Davidson Canada: Common Ground

Case Study • 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.

Bajaj Avenger: Ride for Independence

Case Study • 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.

Hero MotoCorp: How we bought Competitive Keywords in 10X lower cost

Case Study • 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.

Hero Motocorp: The story of how we sold 74 bikes in a minute, every minute for 60 days

Case Study • 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.

Royal Enfield: There is more to motorcycle than meets the eye

Case Study • 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.

America's e-scooter craze comes to Europe

News • 21 June 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.

Indian Motorcycle: Inking our mark on motorcycle culture

Case Study • 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.

Harley-Davidson Canada: Common Ground

Case Study • 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.

China's bike sharers face mergers

News • 12 December 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.

Honda: Just Ride

Case Study • DMA (UK), 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.

Identifying the reasons why users in China recommend bike apps

Research Paper • Liang Ma, Xin Zhang and Gao Shan Wang, Int. 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.

Mobility in LATAM: Territory of big challenges

Article • 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.

What’s working in mass-market automotive

Article • WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in the mass-market automotive category.
Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.
Volvo Cars Australia: Omtanke – rethinking Volvo

Case Study • Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.
Porsche: #ElectricityTalks – The Porsche Taycan pre-launch

Case Study • Matt Casey, Hannah Walsh, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Porsche increased brand awareness with a wide-reaching campaign ahead of the launch of its first electric vehicle, the Taycan, to create buzz among the 'Driven Youth'.