Motorrad trumpets Metzeler victory
Posted on 18 April 2012 | No responses
Metzeler Roadtec™ Z8 Interact could be considered a bit of an elephant in the room, as it is the tyre none of the competition really want to acknowledge exists. Chiefly because it is widely regarded as the best real world tyre for British roads, and the clear choice when the going gets wet.
Now that reputation has been verified in a 5 way shootout against the best sport tour tyres available from the competition.
Conducted on the Vizzola Ticino test track which features a permanent irrigation system the Metzeler Roadtec™ Z8 Interact was not only proven to be the safest tyre in the wet, but gave the best handling (measured across multiple performance criteria), and also returned the fastest lap times.
Motorrad TestCenter results:
- Metzeler Roadtec™ Z8 Interact
- Michelin Pilot Road 3
- Bridgestone Battlax BT 023
- Continental Road Attack2
- Dunlop Sportmax Roadsmart II
Read official press release here
CASH BACK CAMPAIGN
The initial consumer cash back campaign seen here consisted advertising published across multiple specialist consumer print titles and BSB race programmes, plus online banner advertising and vouchers which allow purchasers to claim a cash back cheque when buying selected Interact tyres.
WDA are now working on a consumer campaign to capitalise on this great news and get the message out to as many sport tour riders as possible. This is expected to launch in time for the Oulton Park round of BSB. This initial campaign will mark a renewed sales and marketing campaign for the German manufacturer, and precedes a longer term strategy to re-launch and reinvigorate a brand which WDA positioned and created the brand strategy for under Gabriele Morosini back in 2004.
Transforming CPI scooters from a great bike – into a Brilliant Brand.
Posted on 12 February 2012 | No responses
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.
Brand new from WDA at EXPO 2012
Posted on 8 February 2012 | No responses
ARMR moto New brand build, positioning, visual identity and trade campaign creation for extreme apparel range
Renntec : now ready for anything Full re-brand and positioning for Britains favourite motorcycle accessory range
Tri-Motive brand distribution New brand build, positioning, visual identity, trade campaign creation and web platform
CPI Scooters Full re-brand and positioning plus campaign creation both on and offline for trade and consumer media.
The recent NEC motorcycle Trade Expo show was WDA’s first involvement with the knowledge shop, and proved a resounding success with many business owners taking advantage of 3 days of free marketing and branding consultation.
WDA also revealed Brand BuilderTM for the first time – A unique process developed by WDA and used to create some of the automotive industries best performing brands.
For those unsure about the return on investment in building or properly leveraging their brand through effective advertising and marketing campaigns; WDA were able to discuss the commercial benefits and reference several recent ‘case study’ businesses exhibiting in the same hall so that delegates could speak directly with brand owners who WDA had recently helped including CPI, ARMR moto, Renntec and Trimotive brand distribution.
Delegates we spoke to ranged from SME’s to marketing managers of large global corporations, and we were able to successfully reference examples of clients we have helped to drive business at both ends of this spectrum.
Having live case studies on hand was a great way to demonstrate the net result of investing in branding, without necessarily having to discuss the sometimes complicated strategic processes which underpin everything we create.
In simple terms, our objective is usually to make clients products or services more desirable to the consumer. All things being equal, a consumer will ‘tip’ towards the brand they favour most. WDA do this by creating a differentiated and ownable positioning at the very core of the offering – at that point where the market opportunity meets the most desirable things about a clients business.
Getting the core positioning right is essential before spending money on expensive media to communicate a message which might not engage, excite or motivate your target audience.
Leveraging your proposition through the wrong media channels is even worse if the idea is right, but nobody is listening. This is why WDA remain ‘media neutral’ and focus on delivering our core value – devising marketing and brand strategy, communication platforms and design solutions; unlike the usual model of recovering fee by margining production or media.
We believe we make the kind of decisions traditional agencies just aren’t able to recommend. For example, it’s s no coincidence that if you brief an ad agency then the solution will involve advertising; likewise a web development company’s solution will be to relaunch the website; and a printer will propose a solution involving print.
With WDA, our media advice is always in the best interests of the brand, not self serving to cover our own costs. It also means we are more flexible and can access a whole range of media channels; and react quickly as the media landscape changes (increasingly faster in the case of digital media).
If you missed us at the show and would like to discuss how WDA could help drive your business forward through more effective brand marketing, please email here or call +44 (0) 1332 372 728. An initial consultation is offered free of charge.
See us at Expo this weekend
Posted on 17 January 2012 | No responses
WDA to host marketing workshop at next weeks EXPO 2012 show.
WDA have been invited to run a Marketing Knowledge Shop at Europe’s biggest trade motorcycle show – Expo 2012, which opens for business at the NEC exhibition centre this Sunday 22nd January.
A select panel of professional partners will give free impartial advice at the knowledge shop which will cover every aspect of running a professional and successful business within the motorcycle sector. The MCN sponsored workshop area is also supported by respected industry associations and government initiatives such as the Motorcycle Retail Association, Get-On, BMF and SHARP amongst other privately owned consultancy firms. Each are on hand throughout the entire show to dispense free advice and discuss any specific issues attendees might be facing within their own businesses.
WDA specialise in creating, marketing and licensing brands to the entire Automotive market but also has clients within the Cycle and Leisure sectors, says Managing Director Lee Waterhouse. However the company can trace its roots back to motorcycling and it’s still a sector I am personally very passionate about having ridden bikes in competition and for pleasure since the age of eight(!)
WDA are multiple award winners for our work within motorcycling, and as official partners to its principal show we are looking forward to supporting the industry and putting something back in. We really are honoured to have been selected.
A Brilliant Brand should be relevant and differentiated from competitors in such a way that it reaches out and engages your customer through the best media choices – not be driven by media. Which is why WDA focus on ‘route to mind’ (the idea) first, before ‘route to market’ (the media channel). By remaining firmly media neutral we ensure that any advice is in the best interests of the client, and not biased to match internal agency resourcing or potential media commissions. Considering media spends can account for up to 80% of overall marketing budget, the potential savings and added returns of this approach are considerable.
At Expo, discover how WDA’s ideas driven integrated marketing solutions work and why a unique ideas agency approach can boost ‘return on idea’, and save on overall marketing spend. Find out why this model facilitates working with clients who are contracted to incumbent agencies, or have in-house design and marketing resources (you might be surprised the number of clients who benefit working in this way).
WDA will also reveal our unique BrandBuilderTM process which the agency has used to create some of the industries most successful brands.
Two directors will be on hand for the duration of the show, and the format will be friendly and informal. We would like people involved in the industry to view this as a one off no obligation opportunity to gain an insight into how some of the industries most successful brands have been built.
There is no appointment necessary, but feel free to get in touch should there be anything specific you would like to discuss or anything you would like the team to see or be thinking about in advance – the more information you can give the better the advice.
The Knowledge Shop area is located centrally in the main hall, facing the MCN stand (No. 640)
Show opening times are:
Sunday 22nd Jan 9:30 – 17:00
Monday 23rd Jan 9:30 – 17:00
Tuesday 24th Jan 9:30 – 16:00
For further show information please visit: www.motorcycle-expo.co.uk
A big ‘Bah humbug!’ from wda
Posted on 19 December 2011 | No responses
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!”
Silkolene television advert launched
Posted on 14 September 2011 | No responses
WDA have just finished a new television commercial commissioned by Fuchs Silkolene to promote its high performance Pro 4 Energy motorcycle oil.
This commercial was first aired on the big screens at round 10 of the MCE British Superbike Championship held at Donington park this month, and will be run extensively on Motors TV. WDA will very soon be able to create full 3D versions of its video creations at a dedicated motion graphics facility which is set to open in January. The facility will feature a purpose built projection room for clients to view video and animation projects in an authentic environment. To make an appointment to visit for a coffee and a viewing of our latest showreel, or to discuss a project of your own, please contact Lee Waterhouse on 01332 372728 or email lee@wda-automotive.com
Scottoiler viral competition launched
Posted on 7 September 2011 | No responses
The lube specialists at Scottoiler recently commissioned WDA to create a competition to promote its market leading VSystem automatic oiler.
The objective was to spread the word and create increased awareness and demand within North America; a target territory for Scottoiler who currently have no official distribution in place.
The company did however have a following through its website, and so the campaign concept was to leverage this group and get the Scottoiler message out virally through site visitors to their Twitter and Facebook friends.
WDA designed, built and coded the competition area, which has now been incorporated into the main Scottoiler website. With a simple ‘tweet to win’ mechanism, all entrants have to do is click a link to be in with a chance of winning prizes worth over $2000.00.
Take a look, and enter yourself (you’ve got to be in it to WIN it!) click here
If you like what we’ve done, why not ask us to build one for you. Contact kiel@wda-automotive.com
**STOP PRESS** Major BMW tie up announced
Scottoiler have just announced a major deal to become an approved BMW partner and will supply twin-branded kits through official dealerships. This deal will be the catalyst of a five year expansion plan which the company estimates will see revenues increase five fold and create 30 new jobs over the next 5 years; proof that forward thinking brands not only survive – but thrive – when times are tough.
Read the full story as reported by the BBC here.
NEW KBC website given Design Edge
Posted on 18 July 2011 | No responses
“Create extra demand for KBC products, and increase sales by streamlining the online to in-store customer journey”
This top line objective is just the kind of challenge WDA relishes as it gives us the opportunity to create something with a very focussed commercial goal.
With KBC we set about creating a visually stunning site to give the the brand an edge over its competition; whilst a complete overhaul of the user interface makes browsing and product selection easy and enjoyable for the viewer.
Additionally we have introduced a whole range of increased functionality over the outgoing site aimed at streamlining certain processes which were previously handled manually off line, including consolidation of the global dealer listings.
The site is built around an all new easy to search range selector hub, with online registration and a comprehensive support section for owners. Additionally there is a new blog which posts out to KBCs social networks, and a twitter feed coming back into the site. Video content is streamed onto the home page and media area, which also has downloadable screen savers taken from the new advertising suite.
Putting KBC’s global dealer network in control
The dealer locator component of the site created by WDA’s developer team is bespoke and gives nearly 30 global distributors administrator access to manage their own country specific dealer listings. Assigning control to the distributors aims to streamline the management process and ensure lists are accurate and up to date, ultimately making the customer experience as smooth as possible from website to point of purchase.
The new site is the first of a whole range of planned promotional material to leverage KBC’s new Design Edge brand positioning and visual identity (also devised by WDA).
Visit the new KBC website www.kbchelmets.co.uk
WDA Ancaster Karting Grand Prix
Posted on 2 July 2011 | No responses
WDA Automotive are pleased to announce a 100% survival rate following Sundays Ancaster Karting GP.
Lincolnshires Ancaster Kart track was the venue for the 2011 WDA Kart GP which saw the best WDA drivers finally line up on the grid following weeks of speculation, bragging, mind games and self-promotion. The action did not disappoint; with an almost continuous stream of incidents from the green light.
Scary high speed crash
Massa Hungaroring crash of the day went to Simon Llanos who was the victim of a high speed shunt into a huge tyre wall by a crazed Patrick Chapman, looking for revenge following a previous (office based) altercation. Lewis Hamilton award for most aggressive move went to Nicky Box who launched her 270cc Honda Biz Kart at full chat into Lee Waterhouse following a lost 50/50 in the previous corner.
After a full 45 minutes of sliding, bumping, pit lane speeding, and grabbing of huge chassis twisting chunks of kerb the results (by fastest laps) were in:
- Lee Waterhouse
- Kiel Bull
- Simon Llanos
- John Colley
- Patrick Chapman
- Nicky Box
- Sally Parkin DNS
- Tracey Wilmot-Simmons DNS
New Scorpion website launched
Posted on 13 June 2011 | No responses
WDA are pleased to announce the launch of Scorpion Exhausts all new website – the first key component of a planned extensive integrated marketing campaign which will start to roll out over coming months. The engaging new site marks the dawn of a new era for Scorpion who have a mission to re-establish the brand as a global leader in both 2 and 4 wheel categories within 5 years.
The new website has been re-built from the ground up, with design, copywriting, photography, coding, and search all completed by WDA. Packed with many exciting new products (including a whole new lineup of flagship ‘Red Power’ systems), the site has been designed to be simple to navigate with a nice clean interface in keeping with the new brand identity which was also created by WDA and revealed to the world last year.
The site has been created with future development and added content population very much in mind, and WDA plan to keep the site sticky by introducing a whole host of extra features and incentives over the coming months. Fans can already sign up to keep abreast of Scorpions various motorsport programs, and will soon be able to track their new mobile exhibition unit via the online calendar which will plot the movements of the new Scorpion roadshow, set to launch soon.
Connecting with customers
One of the most important aspects of the site was to convey to the customer what it means to own a Scorpion system. Positioning Scorpion in such a way that todays brand savvy riders and drivers could make an emotional connection was critical in re-igniting demand for the products. Adding the ‘brand’ page allowed us to directly communicate all that Scorpion ownership stands for; additionally we re-defined all the product categories so that customers understood individual range benefits and differences to make purchase decisions as clear and easy as possible.
Visit Scorpions new website www.scorpion-exhausts.com
Read more about the Scorpion rebrand here