How do you launch a new mobility scooter brand in a world of me-toos?
When long-time client Salus Healthcare, owner of our longstanding client Oak Tree Mobility, considered launching a new business, selling a range of mobility scooters - they came to us to create everything from the get-go.
We started with Research. Naming. Branding. Campaign. Two TV ads and a full content library shot in South Africa in January. Now live on primetime.
The Problem
Mobility scooter suppliers are not in short supply. So how do we position the brand and business as a go-to? How do we launch with maximum impact? How do we create a brand that will be remembered?
The Idea
As always, we started with the customers, locked down the end business goal and plotted the path between the two.
The audience is broad. And mobility problems aren’t the real story. They’re the symptom.
What products like this do, is give people their freedom back. Freedom to move. To do what they love. Keep up with friends, family, loved ones, pets. To shop. Basically, to be themselves. And to be free. Could there be anything more human, than to want to maintain your freedom?
Right from the off, packed with category insights, we knew we needed to do breakthrough work that breaks down category norms. That meant not painting another mobility story in magnolia. Or grey. But in full colour. We wanted a human name - something memorable. Rounded. Simple.
It was a quite a package. It must be Colourful and Joyful. Human. Freedom.
The name? We wanted it to feel personal and be memorable.
Hum-an and Free-dom.
Humfree.
Was born.
The Outcome
A bright bold unforgettable brand. Joyful creative. And results that instantly hit targets and beat expectations. On the first airing of the TV ad, we crashed the website. Not ideal - but a great sign.
The work is now live and performing well.