Firstly, we were confident that the perceived value and experience of riding a motorcycle for the first time would be a huge pull; therefore a single-minded focus on achieving response across every appropriate channel was paramount. Similarly, in order to robustly prove that the Get On campaign delivered new buyers into the industry, our campaign would have to exclude the existing motorcycling community in its entirety. Finally, we knew that creating tailored, “sticky” and engaging content around the Get On experience would sustain people’s interest and propel them further towards buying their first bike and associated accessories.

We created a new suite of segmented audiences, ranging from students to professionals aged 30+ that we knew would never have considered buying a motorcycle in the past. Focusing on key events in our audiences’ lives that could trigger consideration (e.g. as a great mode of transport when starting university, offering the free ride as a stocking-filling christmas gift, or as the antedote to suffering London’s Tube strikes), we devised a specific user journey for each audience identified and plotted a path to purchase (and estimated consumer value), deploying media accordingly.

Our media selections included a combination of natural media, paid search, display media, mobile, digital outdoor and social media. We also dramatically increased the depth of content, both on the destination website and on mobile sites, to keep audiences engaged and inspire them to move further down the purchase funnel, generating revenue for multiple suppliers at every stage in the process.

So far, the Get On campaign has delivered over 5K motorcycle sales and generated a total of £15m in revenue (all directly attributable). Critically, and from a media spend of just £250K, Get On has stimulated the entire motorcycling industry (new, used, test and accessory sales) through what has been an extremely challening economic climate. Dealers, who had largely been sceptical of the ability to attribute new sales to the campaign, reported staggering levels of interest and sales from the campaign. We have also been able to attribute the performance of every single channel in the journey; providing clarity in reporting and optimising activity live in-market using our unique D-View reporting tool.