Humanising A Brand
Ezy BikeIndustry
Sporting GoodsIn Business
Since 2016Employees
4Customer
Since 2016Location
Cape TownCreating An Ezy Life For The Older Generation
How do you help an ambitious brand with no direction?
That was the challenge we were met with when Ezy Bike. Started by a father and son duo, the Ezy Bike brand was originally targeted towards a younger and broader demographic. The thought process behind this was that the bigger the audience, the bigger the sales would be.
But, in the fine-tuned world of digital marketing, the Ezy Bike brand was stagnating, with low organic traffic, a severe lack of market share, and a need to find their reason for being.
Which is where we came in.
After spending some time looking at the Ezy Bike brand from all angles, the Inversion team reached an agency-wide conclusion which lit the fire of the rebranding campaign:
There are two certainties in life, one is that you will get old, and the other is that the future of travel is sustainability.
Our Customised Journey
Following our initial discussions around the brand and its potential purpose, our research team found an incredibly exciting symbiosis between the older community and electric bikes: comfort in activity.
Our creative team highlighted the fact that, in the past, ageing was a passive descent into inactivity and confined behaviours, with most social interactions relying on younger generations to maintain relationships.
However, with the boom of technology, passive ageing is becoming a thing of the past, with companies such as Ezy Bike blazing the way for others to follow, by providing products that allow for the older generations to keep up with younger ones and live a healthier lifestyle on the whole.
These insights were married together to form our Ezy Bike “Celebrate Life. Embrace Adventure.” campaign.
What Did We Deliver?
We took a simple rebrand approach, but grounded it in empathetic messaging and conversion design executed through digital.
We started with a refresh of the messaging. Our research pointed us towards a more holistic approach, with a more authentic tone to create a dialogue that encouraged the older generation to see Ezy Bike as a way to revitalise their life.
We weaved this authentic tone into the design of the Ezy Bike website, with a strong focus on the visual conversation that takes place between the consumer and the brand.
Our design team considered the mindset of the target market: their pasts, aspirations, fears, and joys, with a special focus on changing the public opinion of the brand through a strategic logo design. We created a customised logo for Ezy Bike which was simple yet memorable, in line with the new messaging and strategy we had created.
We also developed branding for Ezy Bike which followed the ideals of authenticity, improved activity, and embracing adventure in older years.
All of the chosen imagery, colour palette, and layouts were crafted to resonate with and add value to the lives of the Ezy Bike audience.
Through our messaging and design research, we discovered the essence of their target market and brought it to life.
We set up lifestyle shoots that captured the magic of activity in the later years, showcasing the benefits and the “second chance” aspect of Ezy Bike.
Our next step was the creation of a media strategy that reflected not only the consumers’ values, but Ezy Bike’s commitment to embracing the older generations and assisting them as they embark on new adventures while approaching retirement.
By placing imagery that resonated with the target audience on the right channels, we were able to build a campaign that added value to the consumers by having a real impact on their lives.
After implementing all of these steps, we reached the launch phase of the rebranding across all platforms in our multi-channel campaign. We put our digital marketing strategy into play, which consisted of a balanced blend of Google Advertising and Facebook Advertising.
Amping Up Authenticity
By following our strategy, we were confident that the authentic approach would be able to drive the right traffic to the new, highly informative and optimised landing page of the Ezy Bike website, helping to generate leads for their database.
Now Ezy Bike is thriving and plans on embarking on further relationship marketing efforts with Inversion. Our goal is to continue driving positive change through empathy and authenticity, bringing success and value to our clients and their customers.
