We had the opportunity to pitch the Italian motorcycle manufacturer, MV Agusta.
But first, we needed to understand the landscape for the category.
Identify a strategic direction to help MV Agusta pull away from the competition.
Through secondary research, I found that brands would typically use one of two messaging strategies:
Emphasize the performance and technical specs of their machines
Tell stories about the adventures that their riders experience
But none of the brands focused on how a rider’s skill and ability is the key to unleashing the full potential of a high-powered sport bike.
A skilled rider is the most important piece of a high-performance machine.
While every other brand focused on either the motorcycle’s engineering or the rider’s story,
MV Agusta could show that their motorcycles are only limited by the skill & abilities of the rider.