Brief: KYMCO wanted to target young scooter riders, particularly young people aged 16+. The brief stipulated raising brand recognition and creating desire within the target market.
Method: One campaign developed saw the partnership of KYMCO with The Clothes Show Live and partnering press. Further to a campaign that ran in several issues of a national teen fashion publication during the run up to The Clothes Show Live, the campaign culminated in the scooter ‘walking the runway’ at the Clothes Show and being presented to the winner in front of a large audience. Gaining fantastic exposure KYMCO was able to gain kudos and greater brand reach within its target market.
Result: Strong pre and post-event coverage was achieved across a variety of national media, across several months. Brand association with the Clothes Show Live! delivered positive response for KYMCO.