The Motorcycle Industry Association works on behalf of motorcycle manufacturers to promote the positives of motorcycling and expand the market to the benefit of members.
Research showed that people who take “free rides” offered by authorised dealers are far more likely to convert and take up motorcycling as a result.
Inferno were asked by MCIA to get more people to take up motorcycling by encouraging them to take up these “free rides”.
There are two barriers preventing people from considering motorcycling as an option: concerns regarding safety and perception as motorcycles as an option solely for adrenaline loving men who listen to heavy metal and are covered in tattoos.
Despite there being an abundance of motorcycling websites for enthusiasts, it quickly became clear that there was a distinct gap in the market for everyone else and therefore, a huge potential to expand the market to cover a mainstream audience.
Get On was born. The campaign aimed to bring motorcycling to the masses – to help address concerns over safety and position biking as a socially acceptable choice, whilst retaining the fun and free emotional aspects it has always represented.
The logo used a Jamie Oliver style open face helmet - approachable not scary. Awareness of our brand was driven by a PR strategy that followed a series of celebrities who were taking to two wheels, with an aim of making motorcycling seem more accessible.
We wanted to achieve the ‘Cheryl Cole effect’ - after she climbed Kilimanjaro 12,000 percent more people applied to make the climb.
At the heart of the campaign was community based website containing discussion forums, information about how to get into biking and where to get “free rides”. When people signed up for a free ride they became part of the community; a community which supported them through the progression of their motorcycle career from free ride to CBT (compulsory basic training).
Members could ask questions of other riders and we installed experts to guide conversations and start new ones. The website quickly became an inclusive place to go for non-petrol heads.
In the first 6 months of the campaign, 7,500 “free rides” were booked and to date, Get On has generated 15 million pounds worth of spend in the industry, with just a 250,000 pound media budget!
40% of people registering on the site have gone on to book further motorcycle training with a huge 36% of registrations going on to purchase a motorcycle.
And to top it all off, the campaign won a gold award for the automotive category at the 2011 Marketing Week Engage awards.
The activity has contributed 15 million pounds worth of spend to the industry so far.