The Goal

In 2014, we teamed up with GenZe by Mahindra to launch a brand new line of electric bikes in California and seed the market for a future electric scooter. The GenZe products are good for the environment, easy on the budget and designed to create an urban revolution. 

In 2015, we partnered again to launch the GenZe 2.0 electric scooter in the San Francisco bay area and in Portland, Oregon.  With this launch, we combined a major presence at the Consumer Electronics Show in Las Vegas to drive business with key influencers and garner significant earned media.  

How We Did It

Each year, we created and executed experiential activations designed to put the “GenZe smile” on the faces of new riders which comes when they first feel what it’s like to ride a GenZe. The three month 2014 California tour went to festivals, college campuses and business commuter areas.  In 2015, we ran simultaneous four month activations in the two launch DMAs.  The event space was designed to provide safe and enjoyable test rides, encourage sweepstakes entries and allow for deep consumer engagement with ambassadors.  Events were selected based on traffic, the target consumer and influencer match and the likelihood to attract media. The Newbridge brand ambassadors combined typical outgoing, positive attitudes with deep experience with technical vehicle activations.  The Newbridge team worked directly with the GenZe sales team on site, helping to move interested consumers along the path to purchase more quickly.  

The Results

Over the course of the two programs, we provided more than 47,000 product demonstrations and test rides, collected over 10,000 leads through sweeps entries, generated more than 1,300 leads for sales follow-ups and 50,000 Facebook fans were added. Additionally, more than 1,500,000 free media impressions from events were booked.