VanMoof is a Dutch bike company leading the smartbike market. USN was asked to create the launch and pre-order campaign for the exclusively designed model for Japan, the VanMoof Electrified X.
To answer the challenges of introducing the Dutch brand to a broader audience and the pre-order campaign of the VanMoof Electrified X, we created a tagline that resonated with a Japanese audience incorporating the cheekiness and smartness of the VanMoof brand, “お先に失礼します!” (Thank you, we are going first). Alongside a digital campaign that included a website, movies, social media and photography USN hosted a press event and a launch party to kick off a three month pop-up store in the USN gallery. The VanMoof Electrified X launch resulted in unexpected attention from the Japanese media (WBC, Gizmodo, Pen, Mono, etc) and led to a successful pre-order campaign.