As a brand synonymous with pure motorcycling and long-distance touring, Royal Enfield created a one-of-a-kind aggregator platform that would bring an otherwise disorganised and independently-run rental and tours market, under one umbrella. This would lend immense credibility to the independent operators, and give them access to the quality checks and SOPs that come with the Royal Enfield name. What did that mean for riders? They could access a Royal Enfield motorcycle anywhere in the world via their Rentals and Tours platform and could set off to discover the world their way. What this meant for us – Launching the platform on social media with a powerful message and leveraging our social media mandate to build an engaged community and drive traffic to the platform.
The Idea:Launching a unique service by such an iconic brand needed a hook that was just as evocative. Leveraging the ease of the platform combined with the Enfield rider’s love of getting on the off-beaten path, we devised a proposition that was both a part of every rider’s DNA, as well as an open invitation to riders across the world to experience the joy of riding a Royal Enfield Motorcycle like never before. We asked them to Rent. Ride. Repeat.
The Execution:Rent. Ride. Repeat. came to life on social media across multiple formats. We first deployed a launch video that introduced the service to the world, followed by more videos and mixed-format content that aimed at telling people more about the service. From travel tips to riding must-haves and must-dos to a deep dive into different locales, we have been inspiring and enabling riders the world over to experience the charm of a Royal Enfield, anytime, anywhere, every time.
- Platform Visitors: 25,97,485+
- Instagram Reach: 16.4M
- Engagement: 253K
- Facebook Reach: 37.6M
- Engagement: 90K
