IM Lounge / VanMoof: data-driven S5/A5 introduction
VanMoof: data-driven S5/A5 introduction
Introduce VanMoof’s completely redesigned S5/A5 models in key markets. Expand the market-leading position in urban e-bike mobility in a market that is overrun by new players and deal smartly with the additional challenges from global supply chain issues.
When introducing the new A5/S5, a mix of media deployment was used, from offline out of home to data-driven online deployment. It focuses on storytelling through an intelligent combination of media and creation. In addition, a limited edition S3 was launched, which is readily available, to meet the need of the impatient consumer. The A5/S5 introduction took place in USA (NY and LA), France (Focus Paris), Germany (Focus Berlin) and the Netherlands.
To seamlessly communicate the goal of product introduction and conversion to test drives, we combined various data sources. This enabled us to respond to the various need states; as a result, we reach both target groups looking for the very latest product and target groups who can ride a unique model as quickly as possible.
IM Lounge works closely with Google HQ Europe, allowing us to use closed Google tooling such as Search Lift. We use this beta tool in addition to more well-known tools such as the Brand Lift Study. This enables us to track and optimize the effect of brand campaigns on intent.
IM Lounge has been part of VanMoof’s integrated marketing team since 2014 and is jointly responsible for the use of various channels. For success and growth it is essential to work and exchange data with creation, product and sales departments as an integrated team.