The new 150cc sportive racing scooter marks a new direction for Kymco, which has focused on motorcycles that cater to mass market daily commuters. It targets an 18- to 25-year-old male urban demographic, which enjoys cruising and will hopefully be attracted by superior handling and performance.
JWT secured the business after unsuccessfully pitching for Kymco’s economy model in March, which was won by Bates.
“The client must have felt our passion to ask us to pitch for a second time,” said group account director Alan Hung (pictured), adding that the agency’s knowledge of the brand and its products, and a strategy that encompasses integrated, events and POP helped win the pitch. “And we have automobile clients like Ford and Mazda.”
“Kymco motorcycles have been the top sellers in Taiwan for eight years, followed by the Japanese brand Yamaha, and another Taiwanese brand Sanyang,” said Hung. “The three brands capture 92 per cent of the motorcycle market, with Kymco taking over 30 per cent market share.”
The first campaign will feature a nationwide test drive next month, with a microsite launching to recruit participants, followed by an overseas professional racing drivers’ showcase for the second phase of the campaign.
Kymco gears up for sporty scooter drive
TAIPEI - Market leading motorcycle brand Kymco has selected JWT Taiwan to handle a new premium brand, after the WPP agency pitched against BBDO, Bates and McCann Erickson.
