Ride the RADvolution

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Ride the RADvolution

Embrace the Joy of Movement and Rediscover the Childlike Excitement of Riding

Designers

Key Words

Valeria Peralta

Caroline Gillen

Ana Valdivieso

SUMMARY

RAD Power Bikes, a leading electric bike manufacturer, faced declining customer sentiment due to negative press, and perceived quality issues. To address these challenges and seize growth opportunities, our team developed a strategy to enhance customer sentiment through community building and education. Our centerpiece, the "Ride the RADvolution" carnival-style pop-up event, taps into nostalgia through a carnival-like atmosphere, with interactive games, free test rides, and a chance to capture unforgettable memories in our RADical photo booth. We aim to let people rediscover the childlike excitement of cycling and experience the transformative power of electric bikes, ignite a PR revolution and inspire a wave of positivity.

challenge

Transforming three initial ideas into a cohesive concept was our primary challenge. We also faced the daunting task of creating an authentic pop-up experience that captured the essence of RAD Power Bikes' brand. After multiple rounds of feedback and careful consideration, we developed the "Ride the RADvolution" concept, inspired by the “child-like” grin we were able to experience when we tested the bikes. Our team meticulously crafted every element, from the carnival-themed décor to the engaging interactive activities, to evoke the feeling of carefree childhood adventures of our pop-up.

Outcome

Our "Ride the RADvolution" pop-up event will travel across the East Coast, generating awareness and promoting RAD Power Bikes to new and existing customers. The event will feature a tire-spinning wheel for prize giveaways, free test rides, a whiteboard for sharing RAD experiences, and a photo booth to capture lasting memories. This immersive experience aims to recreate the feeling of excitement and childlike joy we experienced during our test rides, accompanied by multiple activities that will allow us to track the success of each individual event, as well as ignite a positive conversation (in real life as well as social media) directly addressing the need for positive customer engagement and brand rejuvenation.