Unlike other emerging electric vehicles, the electric bike hasn’t been heralded as a fossil fuel solution or lusted after like a cherry-red roadster floating off into the cosmos. In order to popularise this new form of transport we had to develop new social narratives around the purpose of electric enhancements in general; aligning e-bikes to various sub-threads addressing the concerns of individual audience segments.

From healthier living, to cost-cutting, as well as broader environmental considerations, we created positive positioning for the e-bike industry as a whole, with Volt at its core.

Developing a mixture of research, brand-led stories and partnering opportunities, where Volt product could be showcased, we dominated discussion on electric bikes and introduce the transport solution to new audiences – successfully supporting the continued growth of the business.