WDA are proud to announce the birth of another brilliant brand, this time created for Taiwanese scooter manufacturer CPI – and you don’t have to take our word for it:
“WDA really opened our eyes to the world of branding. The team at WDA have been professional and friendly at every step of the way. We feel the launch of the new branding will help us achieve a better market position faster and make our brand stronger over the coming years” – CPI Motorised Division Manager
To begin with, CPI were very focussed on the products; their widgets, bells and whistles – and how all this was being sold for an unbelievably low price. The team enthused about the specifications and how they compared to those of rivals, from an extra 1bhp here to a better MPG figure or a larger capacity fuel tank.
The reality is that brands only ever exists in the minds of the consumers and as such WDA suggested that whilst important, all these things were not strong points of differentiation as they could all be copied or (eventually) beaten.
We pointed out that CPI now operates in a very crowded market place consisting lots of far eastern bikes of similar specification also being sold on price. We argued that the real task was to successfully halt a downward image plunge and that what CPI really needed was a brand to go around its great products.
A brilliant brand was also going to be critical if we were to achieve the stated objective of wanting to move away from the poor quality image associated with Chinese manufacturing and take the fight upmarket to capture share from the quality European brands and even the Japanese big four.
Scooter is a challenging market as it is home to a very fragmented and diverse audience. In the case of CPI this was compounded by the company’s strategy to widen the product range beyond scooter. Looking over the 2012 model line up it was clear we had to appeal to riders young and old, from learners to commuters; sports riders, off roaders, female bikers – the list went on.
Basically CPI were asking us to appeal – and connect – to the WHOLE motorcycle sector.
WE ARE MOTO…
WDA’s final positioning – ‘We Are Moto’ gave CPI the platform to immediately communicate the brands clear intention to diversify out of small capacity scooters into the wider market – almost inferring ownership of the entire sector.
‘We Are Moto’ was designed as a tribal call to arms for the brand; acting as the glue to connect with the diverse audience – freedom and a sense of camaraderie being shared values all riders can enjoy. The drill down allowed us to engage the individual who ‘becomes’ moto once part of CPI, with messages such as “I AM CITY: I AM MOTO”, and “I AM MX: I AM MOTO”.
WHAT’S YOUR MOTO?
WDA created CPI’s fully integrated ‘Whats your Moto?’ campaign which comprised both consumer and trade advertising, online promotions, email marketing and viral activities based around Facebook and twitter integration.
The campaign launch took place at the Motorcycle Live! show and our objective was twofold: To get CPI on bikers’ radar, and also to get our audience talking about the brand during and after the show.
WDA implemented show activities which prompted the public to inspect the entire CPI range and answer the simple question: “What’s YOUR Moto?”. On answering the CPI girls took details and entered show goers into a competition which encouraged interaction online through blogs and the official Facebook fan pages – this in turn gave us a viral effect which generated further interest in the brand.
Virality (the number of people who have created a story from our post as a % of the number of people who have seen it) on Facebook peaked at 15.79%. The median virality rate for Facebook pages is currently 1.92% according to edgerankchecker.com. The response rate for the competition itself was equally high, peaking during show week at 26%.
In addition to creating the ‘theatre’ on the stand, WDA produced all the stand graphics and literature, including the official range brochure.
So happy were the team with the job we had done that one of the three motorised division managers put a call into our offices to thank us personally, followed up with the following emailed quote:
“Thanks to WDA’s brilliant marketing strategy and of course the vibrancy of our new brand CPI, we are having the most successful retail show ever. The footfall on to our stand in the first day alone far exceeded what took a week last year with our old brand and dated marketing to achieve. Their innovative ideas have hit the mark for us. – CPI Motorised Division Manager
Interested in turning your great product or service into a brilliant brand?
Contact Lee Waterhouse for a chat or an initial free consultation.