WDA are pleased to announce the start of a collaboration with Yamaha Motor (UK) following the successful launch of their 2013 motorcycle marketing campaign. Devised and created by WDA, the campaign takes a subtle new direction in-line with Yamaha’s new global strategy to move promotional communications away from product and more towards brand.

Delivered through both on and offline media, and followed through with a range of in-store dealer promotional materials, the ‘Nothing Moves You Like A Yamaha’ campaign is the precursor to a new global brand positioning for Yamaha which was revealed earlier this month.

“2013 is shaping up to be a very exciting year for Yamaha” says WDA’s Lee Waterhouse. “The return of Vale in MotoGP alongside reigning World Champion Lorenzo is sure to boost demand on the shop floor, whilst rumours that there are some very innovative new models on the horizon have created a real buzz amongst dealers and consumers alike. Until then the trade can enjoy selling a fantastic 2013 range including updated models such as the stunning new FJR 1300A and XJ/FZ street bikes, with retail prices held from last year and some great finance packages on offer. However, above all the features, promotions and incentives these bikes are Yamaha’s, and the brand benefits are something we’re very keen to embed in the psyche of the consumer; because if they want a Yamaha first and foremost before any other consideration, then there’s only one place they can go!”

WDA believe the ongoing work for Yamaha represents another great brand building success – and thankfully it’s not just us that thinks so:

“I was really nervous about moving the creative account to WDA as our previous agency were really good to work with but Yamaha needed to come to the market from a different direction. I don’t know what I was worried about. Lee and the team have interpreted, executed and delivered a fabulous piece of work that has surpassed our expectation.  It’s a good indication of great creative work when staff are using WDA images as screen savers!”
Simon Belton – Yamaha Marketing Manager, Motorcycles and Scooters, Marketing & Communications Division

For the full story please click here.

WDA would like to thank Autosport and the Motorcycle Trade Expo for both putting on shows in January; and a big thanks to all clients who thought it would be a good idea to exhibit there (particularly the ones who confirmed this week). A special thanks to Expo for cajoling wda into hosting a free 3 day marketing advice workshop and all the preparation that goes with it.

All this means we will be working over Christmas.

We hope clients are thinking of us whilst lolling around in a sherry induced stupor with friends and family watching The Royle Family whilst powering down Quality Streets in their new Christmas jumpers in front of a roaring log fire.

On a serious note, we are pulling ourselves away from the marker pens and shutting down the macs for Christmas this Friday at lunchtime. The studio is working and contactable by email Christmas week; and we officially start back January 3rd.

We would like to take this opportunity to thank all clients for their business in 2011, and raise a toast to some great success stories.

If your new years resolution is to build business by transforming your great product or service into a brilliant brand in 2012, then why not catch up with us at one of the shows, or make an appointment to come in and see what we can do for you. You’ll find us approachable, friendly enthusiastic and full of new ideas.

In the meantime… “HUMBUG!”

WDA are pleased to announce a major rebrand for Travall this month, with the new identity set to roll out across various media during 2011.

Travall is the Automotive aftermarket division of ASG Group Limited. Operating from its own dedicated facility, Travall creates a wide range of vehicle and leisure accessories such as dog guards, load separators, vehicle side pipes and waterproof seat covers. The recent rapid growth of the business can be credited largely to the drive and vision of Commercial Manager Paul Rowden and his team. Paul identified the need to create new partnerships with specialist suppliers to fast track his plans to make Travall a key global brand within the automotive accessory market – WDA being drafted in to assist with the marketing, branding and design components of the project.

“With Travall we have created a brand which focusses very much on the lifestyle its products facilitate, rather than how they function.” commented WDA Marketing Director Patrick Chapman. “As they say “Life is a journey, not a destination” And, if life is a journey, it makes sense to focus on the enjoyment the customer can get out of it. Lots of Travalls products are quite utilitarian, many are safety orientated. Whilst many drivers will understand the sense in investing in such products, they are not always strongly desired being more a ‘head’ than ‘heart’ purchase. One of Travalls flagship lines is a good example of this. Dog guards are effectively steel cages for dogs, designed to protect the interior of a vehicle; and preserve the safety of both occupants and animals in the event of a collision. So instead of focussing on these things instead we emphasise the scenarios the guard enables –  Dog and owner enjoying the countryside, having both arrived safe and sound, the pet relaxed and fresh; the vehicle clean and tidy.”

Enjoy the journey

In addition to creating the brand WDA have also developed the visual identity and will collaborate with Head of Design and Marketing Mat Fern to roll out the Travall message across an integrated mix of media and communications as well as identifying opportunities in ‘uncontested market space’ not being used by competitors.

In Travall we have created a brand for ALL life’s journeys, whatever the customers vehicle, whatever their driving style. The new positioning ‘Enjoy the journey’ gives Travall the foundation to diversify out from its current product ranges into many other areas in the future. Travall is a brand WDA are really excited about and feel it is now perfectly positioned to make a real impact in the marketplace – watch this space.

New website launching soon: www.travall.com

WDA are proud to announce a new venture with a helmet brand we helped establish in the UK nearly ten years ago. KBC helmets approached WDA at the end of summer initially asking us to review their brand positioning and to produce their 2011 range catalogue see it here.

Time for a new strategy

2010 has seen lots of budget brands entering the mid-price market, a territory KBC has traditionally had a firm foothold in globally. Lots of these companies are entering a very crowded marketplace with product ranges that are essentially the same – many often coming out of the same Chinese factories; some even utilising the same base shell structure with different graphics.

KBC has consistently kept ahead of rivals in terms of product innovation, having successfully pioneered many new technologies over the years. But in addition to quality, innovation and safety KBC have also had the edge on design; its collections being visually stunning and immediately recognisable in the dealership.

Brand strength

In any market increased competition means an increased need to clearly differentiate. KBC recognised that its greatest asset, and the biggest competitive advantage it held was a very strong and established brand. Loz Broers Managing Director of KBC Europe:

“Some of the asian companies are struggling to grow their products into desirable brands which the more consumer developed global markets demand. At KBC we want our customers not only to have technically superior products that enhance their riding experience, we also want them to feel good about choosing – and using – KBC. We want to create products that say something about the rider and represent their lifestyle choices. Our brand is the sum of all the successful things we have done over the years. The industry firsts, the race wins, the World records. It’s also about what we stand for as a Company, our attitude, personality, how we treat our people and our customers and where we want to go next.

Our ultimate aim is to continue to create the Worlds most innovative helmets, whilst focussing on building our brand so that only KBC can offer the feeling our products give the rider.”

‘The Design Edge’

WDA’s Lee Waterhouse: “Our positioning – ‘The Design Edge’ – gives KBC a strong and distinctive platform to highlight both the technical benefits/features of the range AND to draw specific focus to KBC’s designer credentials – something that has always set it apart from its competitors.

The ‘Design Edge’ positioning also gives KBC the opportunity to continue to expand and possibly diversify the range into other associated products where design value is a key purchase decision for customers.

WDA are looking forward to building on ‘Design Edge’  in KBCs 2011 European promotional campaign. The first item to carry the new message is KBC’s range guide which launched at Intermot this month. View it here:

http://issuu.com/wdaautomotive