Viewing the world from behind the
fly-spattered visor of a biker.
Think like a biker.
Bennetts was facing extreme pressure from price aggregator sites and needed to move away from price to build brand value and engagement. The brand lacked an emotional connection so we rebalanced the brand, bringing fresh thinking to a traditionally male dominated sector. We obsessed over the details that proved Bennetts were as passionate about bikes as their customers.
The new brand powered our integrated customer acquisition and retention campaigns, social campaigns and extensions into classified sales and clothing lines. From dirty washers, to muddy leathers, to fly-splattered visors, we created a brand willing to get dirty to prove its passion.
BRAND REPOSITIONING + IDENTITY
DIGITAL + PRINT ADVERTISING
ACQUISITION + RETENTION
WEB DESIGN + SOCIAL ACTIVATION
VIDEO CONTENT + BRAND EXTENSIONS
Our repositioning of Bennetts from dry, financial services brand to edgy, biker brand delivered the greatest sales increase in the brand’s 80 year history and was heralded by our client as “the most insightful work we have ever seen." Sales increased by 32% in the first year of launch and with engagement levels soaring, Bennetts enjoyed a significant reduction in churn.