Challenge
Sena Bluetooth, a technology company from Korea that manufactures Bluetooth audio devices, entered the North American market with a dream of playing within the two-wheel powersports/motorsports industry. The company, heavily focused on product marketing and technology specs upon arrival, was virtually unknown before engaging DRIVEN360 in 2012. Sena Bluetooth entered the United States with a strictly technology and product focus – with a goal of playing in the powersports | two-wheel motorsports arena. But zero idea of how to attack the Western market. DRIVEN360 was entrusted to transform the brand into an emotionally connective lifestyle brand through 360 integrated brand marketing + entertainment | sports + PR & communications strategy + activation.
Solution
With the complicated challenge of convincing engineering-focused leadership in Korea to evolve the brand into an emotionally-connective lifestyle brand for the western market, DRIVEN360 strategists helped the company eventually rally around its #RideConnected integrated brand strategy. Fast forward to today: Sena is the undisputed preferred marque for everyone from the everyday enthusiast to globally renowned riders/athletes and adventure influencers on two wheels.
Results
In just two years, the brand leaped to No. 1 in its market segment within the powersports industry – rallying around the #RideConnected slogan, which it now commands globally with a vibrant family of brand ambassadors. Sena now generates more revenue than the top two legacy powersports/motorsports helmet brands (outside of their market segment).
Driven360
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