Sonder
Born in 2016, Sonder has quickly established itself as a bike brand to watch, creating a family of much loved, innovative and award-winning bikes. Independent and agile, the brand has been able to move faster than most of the cycle industry to produce bikes dialled in to their customers’ needs in emerging categories where the big brands fear to ride.
Creative strategy:
Lead with story, follow with tech. The term Sonder is defined as meaning "the realization that each random passerby is living a life as vivid and complex as your own". Each Sonder bike is built for the rider to create their own stories – hence the line: “Every one has a story. What’s yours?” It’s this emotional hook which first attracts people to the brand.
Tactics:
To tell the wonderful stories of Sonder riders and their bikes, we created the epic rides book. A premium print piece full of adventures on two wheels from around the globe. Each story was then followed with product information on the bike which enabled the story. The piece was given away at events, available to pick up in store, and included with purchases. A way to further build brand equity in an already very loyal audience.
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