The SCOOTER Store
Creative Length: 28:30
Title: The bebop Personal Transportation Vehicle

Client
The SCOOTER Store, the nation’s largest mobility product provider, desired to find the right strategic partner to expand into the for-cash mobility product business.

Challenge
The SCOOTER Store approached Warren Direct looking for a solution to launch an integrated marketing campaign for its first cash-only product. Beginning with identity development, Warren Direct was empowered to create the product and marketing solution that would carry the cash business for The SCOOTER Store.

Research
After completing an audience analysis, Warren Direct identified the target audience as 50- to 64-year old consumers who wanted to buy products demonstrated by actual people who were independent, progressive, unique and on the move.

Strategy
With this in mind, Warren Direct developed a positioning direction that focused on changing the perception of scooters from devices for old and/or handicapped people to the newest innovation: fun, progressive, cool accessories for the active lifestyle.

At the naming and logo development stage, Warren Direct presented the product identity-bebop-as bebop jazz itself symbolically represents modernism, progressiveness and uniqueness to our target audience.

Results
In addition to development efforts, Warren Direct placed a strong emphasis on a consistent messaging strategy, executing marketing tactics in accordance with set guidelines to ensure the reinforcement of the benefits of the brand. The reinforcement of the integrated messaging across all channels currently provides synergy as the messages support one another throughout all campaign executions.

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