VanMoof: Ride the Future

The numbers don't lie: governments and local authorities want more bikes on the street - and consumers are switching from four wheels to two in unprecedented numbers, fuelling talk of a new bicycle boom. However, launching a new product is a challenge now that live launch events are out of the question - and this can be especially painful for direct to consumer brands, like VanMoof, the Dutch bike meets smart tech company. As brands all over the world race to switch live product launches into digital experiences, Digital Experience and Design Studio Resn brings experiential marketing into the lockdown era with its online reveal of VanMoof’s all-new S3 and X3. An interactive experience which seamlessly combines video, audio, interactive real time 3D, commenting and live audience Q&A to engage fans in an entirely new way - resulting in VanMoof’s most successful launch ever. The approach is paying off. The first results already show unprecedented engagement and conversion – with over 6000 live viewers; more than 2000 live questions and 4400 bikes ordered by 24 hours after the event. Unsurprisingly, sales are up+ 20 % and product is moving twice as fast as during any previous launch in the company’s history. More than simply an unveil, the launch was an extended program of personalized interaction with a social aspect for fans, influencers and press alike. The launch started by socialising the guests by asking them to upload their profiles so that they can interact with each other while they get ready for the big reveal. This social aspect gives the experience a personal, human touch. The programme then kicked off with a talk by VanMoof’s co-founders, the brothers Taco and Ties Carlier who joined from Amsterdam and Taipei respectively via video streaming. Once the founders revealed the new S3 and X3, guests were able to freely explore and interact with the bike in real time 3D discovering it at their own pace - followed by a walk through of the key features by the founders, bringing video, audio and interactive together in a seamless experience. Fans could react, chat with each other and ask questions with the click of a button - answers to some of the 2000 questions that came were answered in a live Q&A session with the two founders. The democratic nature of the event used tech to bring unlimited numbers of fans closer to the new product and its makers, than ever before - and interact directly with the founders of VanMoof.