Kymco is one of leading scooter brands in the world. Its mission is to create personal vehicles that win the hearts of consumers. It always goes above and beyond to bring to customers the most thoughtful riding experience for everyday life. Kymco’s current product range includes scooters, motorcycles, mobility scooters, ATVs and utility vehicles.
Kymco’s new models have been upgraded as far as technology and design are concerned. So what Kymco needed was to target an upper-middle class audience and make the brand top of the consumers’ mind when thinking about buying a scooter. This, eventually, will result in a sales increase, especially in Athens which holds almost the half of the total share in Greece.
We stepped in as a strategic brand partner, in order to consult, design, create and implement new ideas and solutions. We exclusively handle all marketing, communication and promo activities, being responsible for the brand’s image in a 360° way.
Kymco is always trying to exceed the modern rider’s expectations with new technologies, innovations and new models. That’s how it manages to win the riders’ hearts. That’s what we needed to convey to the audience through every media channel.
To communicate the new premium nature of the brand we followed a holistic path that would incorporate the brand’s “Win my heart” philosophy both at product level and in the brand's overall style of communication.
Seasonality was taken into account. During high sales season, we decided to give emphasis in models and their attributes, targeting each scooter’s audience separately after research in order to find out the characteristics that mostly appeal to them, whereas during less popular months, we build the brand’s value by communicating technological innovations (G5 engines, Noodoe, electric scooters), future models and their continuous growth in order to win each rider’s heart.
We created printed ads for the most popular models, focusing on their different characteristics and individual USPs.
We created and recorded two radio spots for the DownTown 350i and Agility 16+ scooters, trying to communicate their USPs with humor and wit.
DownTown 350i is one of Kymco’s flagship and a flagship needs its own TVC. We worked on the script, the direction and the editing of the video, focusing on the main characteristics of the scooter.
Taking into account the new 2019 models and the “Win my Heart” strategy, we redesigned the Kymco catalogue, giving a more atmospheric and urban character to the scooters, while at the same time enhancing the premium nature of the brand.
We created a 360o media buying strategy that, according to the client needs and the brand strategy, was split between TV, Radio, Print, Digital and Event promotion.