Agency: Mekanism

Background & Challenge

Mass reach creative lacked appeal for growth segments. We needed personalized messaging for Busy Professionals, High-Net-Worth Individuals, and Parents.

Insight

Exercising is the ultimate productivity hack.

Strategy

From The Ride, To The Rider - Address the motivations & barriers to riding, rather than focusing on the functional benefits.

Idea

Fuel The Fire They’ve Already Lit:

• Busy Professionals: Fit a ride in their packed calendars

• Parents: The ride is so quiet that the baby can’t hear

• High Net Worth: Help them humbly show it off to their friends