Rad on the Road
It is a Capstone Project for Rad Power Bikes, the largest e-bike company in the U.S.
Our project began with a vision: to power connections. Rad coffee tour is a strategy to build engagement with the Rad customers, and also enhance brand recognition from potential e-bike customers. Traversing through cities and towns, we connected with diverse communities, demonstrating the convenience and sustainability of e-bikes. Our journey revealed an increasing demand for eco-friendly transport and local community spaces, emphasizing the potential of integrating lifestyle with mobility solutions.
Branding / Strategy / Market Engagement
Project Team
Yuyi Yang
Jane Hou
The Objective
Being the largest e-bike company in the U.S., Rad offers a diverse range of products. Align with the brand mission "a ride style for everyone", our goal is to craft an interactive experience that resonates with every customer.
To address the brief "enhance user sentiment", our objective is to build engagement with the Rad customers, and also enhance brand recognition from potential e-bike customers.
Insights
Interviews with Rad staff reveal a striking 35% conversion rate from test rides to purchases, highlighting the compelling appeal of experiencing Rad bikes firsthand. The Rad Coffee Truck serves as an important channel for this, encouraging potential customers to discover the distinct quality of Rad bikes.
Boost Test Ride
The relationship between cycling and coffee
The intriguing relationship between cycling and coffee cultures inspires us to choose a coffee truck
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First, Both coffee and cycling cultures are known for fostering community.
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Cyclists often use coffee as a natural pre-ride boost and Post-Ride Recovery.
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In urban areas, coffee shops and cycling represent a lifestyle that values eco-friendliness.
Rad Customer
Our customer research shows an interest in group rides and a need for maintenance services. To meet these needs, we're offering both group rides and maintenance, enhancing community engagement and customer service.
Outcome
Our project's success lies in its ability to foster a strong sense of community among Rad users, creating a vibrant gathering space complemented by enhanced services like maintenance and exclusive Rad gifts. The coffee truck, adaptable to various settings, emerged as a mobile hub, reaching a diverse customer base and facilitating community connections, especially in areas without Rad's physical presence. Addressing the growing demand for sustainable urban transport and fostering local community engagement, the Rad coffee truck amplified the brand visibility and sparked conversations about the future of urban mobility.
Designs
Bounce back Card
Every customer at the coffee truck will receive a bounce-back card, serving as an incentive to visit our physical store and acting as a tool to measure the conversion rate of coffee truck customers into store visitors.
Pop up with lifestyle integration
we want to create a truly engaging experience and present Rad Mobile Coffee Truck as a cornerstone for community interaction and lifestyle integration. In each scenario, we want to display different Rad models and accessories to give target customers a sense of the product.
Scale the Campaign
We will start the tour on the West Coast because it has the largest customer base and RAD test ride spots. From the sandy shores of Huntington, we ride the wave of excitement down to the heart of Southern California.
After successfully building awareness and engagement on the West Coast, the focus shifts to expanding the reach of the campaign. Eventually, the tour will scale up, reaching major cities across the US, and places where there are no physical Rad stores yet. We also created a 2024 year calendar for the tour, that includes the tour route, local popular spaces for coffee trucks, and Rad testing ride posts.
