ABOUT

Objective
Scorpion approached WDA to ‘put the sting’ back into its brand which had remained largely unchanged over some 10 years and was no longer representative of the great products the Company built its reputation upon – and still produces today.

Strategise
A thorough market review allowed us to build a strong platform for Scorpion’s new marketing strategy which supported the companies wider 5 year plan, and ultimately spawned the bold new visual identity and logotype along with the ‘Red Power’ brand positioning. Probably the most exciting part of the rebrand exercise was the way we have been able to incorporate the brand into the product itself – over and above simply applying a new logo. It started out as a suggestion from WDA that all special products could carry a unique red ’Power Tip’ exhaust inlay – a unique device to distinguish the brand’s special products, and identify Scorpion from the rear of the bike – the only view other traffic (or race competitors) actually get of a moving motorcycle. This proposal was quickly prototyped and developed; and now features in Scorpions flagship off road and race systems, sending a clear message to Scorpion’s competition – “Back off, or get Stung!”

Create and Engage
A perfectly timed launch and seamless switch over from old brand to new necessitated a huge joint effort between WDA and Scorpion’s in-house production team. Internally we created new company stationery, signage, product badging, garmentation and vehicle livery. Trade communications included literature packs, new retail display systems and trade advertising; whilst consumer side, we created a joined up campaign based around the new website we created see here, and launched the new brand into their social channels.

Monitor
Red Power has driven a sharp pick up in sales globally, which has enabled Scorpion to develop brand new ranges for both car and bike, with dated product lines being replaced by fresh, innovative systems. The success of Red Power has also facilitated investments in Scorpion’s motorsport programmes with notable successes in high profile championships including BTCC, BSB, TT and WTCC amongst others. WDA were awarded our sixth accolade at the annual BDN Trade Industry Awards ceremony held at Europe’s premier trade exhibition the Expo Show on the 23rd January 2011. ‘Best Trade Advertising 2011′ was accepted by our client Shaun Leonard, co-owner of Scorpion Exhausts’.