Royal Enfield

Executive summary

Royal Enfield relaunched in the UAE under a new distributor, starting from very low brand awareness. Slipstream ran the relaunch across digital channels and backed it with events and rides, because a motorcycle brand is judged by how it feels to ride. Success was measured on awareness, showroom footfall and test rides.

The challenge

• Brand awareness in the UAE was very low, despite the marque's standing elsewhere.
• A new distributor meant the relaunch had to establish the retail relationship as well as the brand.
• Motorcycles are an experiential purchase. Digital can create interest but cannot close it.
• The measures that mattered were physical: people through the showroom door and onto a bike.

The strategy

Rebuild awareness from a low base

Ran the relaunch across digital channels to establish the marque with an audience that largely did not know it, leading with what the brand stands for rather than the model line-up.

Turn interest into attendance

Built the campaigns to drive a physical action (a showroom visit or a test ride) rather than treating reach as the outcome.

Events and rides as the proof

Put on events and organised rides so prospective owners experienced the product and met the community around it, which is how motorcycle brands are actually chosen.

The results

Digital built the awareness that did not exist; events and rides converted it into the two things the distributor could actually count: people in the showroom and people on the bikes.