Progressive
Chop Shop
After successfully managing an existing experiential footprint for the brand, we pitched an entirely new identity, unique to the Motorcycle division that would better resonate with the target audience.
The Ask
The original client expectation was a simple refresh of the existing touring asset.
We offered that plus a total redesign of how the brand approached experiential marketing.
The Challenge
We challenged ourselves to think how we could better earn credibility with a highly discerning audience that values authenticity above all?
The Insight
Authenticity creates affinity.
We knew we needed to do more than build structures, we needed to build relationships.
The Result
Thinking beyond a new coat of paint, we set about identifying value-add services that aligned with our audience.
What do bikers need? Beard trims and boot shines.
Secondly we looked to partners already with respect in the space to build out our reach pre and post event. Aligning with The Movember Foundation and Babes Ride Out enabled us to reach a much larger audience beyond the footprint.
The re-design has become a sought after space at flagship events and the creative so popular that Progressive the brand created a line of apparel and product for sale at events.