Razor Worldwide is a well known scooter brand that has served as an American past-time for kids of many generations. With the recent boom of electric scooters in many of the urban hubs in the US, a new market has opened for the company. Unfortunately, they were a bit slow on the uptake and success has suffered as a result. Razor needs an advertising campaign that will be able to help boost ride sales with electric scooters.
My campaign solution seeks to utilize brand loyalty to the company and merge the branding of their kids’ scooters with that of the electric rideshare scooters. By appealing to people’s sense of nostalgia, Razor can overcome their timing issue. Furthermore, bright cinematic shots depicting the younger kids looking up to or revering the teens/young adults on the rideshare scooters will also create a “coolness” factor or trendiness that consumers will be able to connect to the brand. Finally, placement of OOH ads in shopping centers and social media advertising will continue to bolster the message that the Razor brand is a cooler, more preferential choice to its competing brands.