Faster Forward
The Challenge
Introduce the world to Gogoro. Innovators of an accessible electric energy platform and a connected electric scooter that sets new standards in performance, technology and design for how we move today. Develop a global marketing campaign strategy to create global awareness for the company to generate affinity of their vision and adoption of their product by Taiwanese scooter consumers. Provide a strategic brand communications platform, content and digital strategy, and design directive for Gogoro marketing activations and brand experiences.
Powering positive change for a better way forward.
The Approach
Define consumer based metrics required to meet short and long term business objectives
Develop communication objectives for corporate and consumer audiences
Generate GTM roadmap by defining brand touch-points, budget, activation schedule and production plan
Compose design and experiential guidelines and a messaging framework
Define campaign themes and a content strategy that serves the GTM phase objectives
Develop social strategy that creates an audience for brand and product campaigns
Create a digital design & UX strategy that inspires, informs and drives conversion
Define the campaign directives and production design for content execution
Consumer Metric Goals
Gogoro's success depended on significant adoption in Taiwan prior to further global extensions. Consumer metrics were defined early on to guide, focus, and target any marketing efforts.
GTM Campaign Strategy
A phased and detailed marketing schedule and communication objectives were devised to introduce the new company and it's vision, substantiate it's product and performance, and create a groundswell of consumer interest and demand.
Gogoro Brand Platform
Develop a clean and progressive messaging framework and design language that activates communication objectives and compels interest and affinity for the brand and product offering.
GTM Campaign Content Strategy & Design Direction
Provide creative direction for campaign themes and content design to guide the development of marketing activations and materials.
Digital Strategy & Design Direction
With the inherent smart product it's companion power infrastructure, the digital experience riding,
to swapping the battery, to the consumer website,
to the retail experiences, all had to be seamless, utilitarian and delightful.
Social Strategy
Support the riding and scooter culture and communities in Taiwan, and provide examination
of a new, fresher way forward.
The Result
Gogoro GTM campaign began in December of 2014. They opened their doors in Taipei in June 2015. By Aug 2016 they met their goal of selling 10,000 scooters and throughout the year unveiled the Series 2 and S Performance smart scooter models. By end of 2016 and early 2017, they've partnered with ride sharing services in Amsterdam and Berlin to drive the evolution of urban mobility and clean energy.
Gogoro PR Coverage - Forbes
Gogoro Vision Video
Gogoro Product Video
Gorogo Flagship Store
Gogoro Website »
Gogoro Scooter App
Gorogo Campaigns - Beta Riders, Social, OOH
Gogoro Photography- Samples
ROLE
Lead - Senior Brand Strategist & Assoc. Creative Director
Reporting to ECD & Principal @ Cinco Design
RESPONSIBILITIES
• GTM Campaign Strategy & Playbook
• Brand Platform Development
• Digital & UX Research, Analysis & Strategy
• Content Strategy
• Creative Direction
• Production Design
CONTRIBUTORS:
Cinco Design Team -
• Kirk James, ECD & Principal
• Merritt Davies, Producer
• Travis Hanour, Motion & CG Director
• David Jacobsen, CD Environmental
• Shawn Petersen, CD Digital
Photography -
• David Ryle, UK
• Against the Wall, Taiwan