Today, the simple magic of a play-based childhood has largely vanished, traded for a highly scheduled, screen-bound one. Parents are over-worked and under-supported, while childhoods have become rushed and regimented. This shift has left parents and children unhealthy, overloaded and disconnected.
Enjoy the Ride was launched as a response to this modern childhood crisis. It’s a movement for parents and children to reclaim childhood. It’s a rallying cry to slow down and reconnect. And it’s a mindset that celebrates living a balanced, active life — rediscovering the joy of adventure, fresh air and time together.
Steering in a Global Brand Positioning
While our initial task was to break-through the American Market, it was clear to us that WOOM lacked a clear, concise global brand POV that elevated it from ‘just a bike’ into a meaningful brand experience.
Enjoy the Ride has taken its rightful place as not only the brand’s tagline, but as WOOM’s core philosophy and strategic North Star. This simple, iconic phrase now anchors across every touch-point worldwide — from marketing campaigns and e-commerce to events, packaging, and social media, and beyond.
woombikes It’s more than a bike.
It’s a journey. Introducing the lightest,
safest, most easy-to-ride kids bikes,
so parents can #enjoytheride too!
Shifting Gears
with Emotional Storytelling
Until now, WOOM has been marketed as a great bike. A high quality, highly respected bike. Maybe even the best bike out there. But still just a bike. And unlike Europeans, Americans are overwhelmingly driven by emotion when it comes to brand affinity. So it was time to elevate WOOM beyond just a product, into an essential experience and relevant brand culture in the U.S.
By teaming up with American families whose values mirrored the brand’s we could begin to emotionally connect with real Americans — families who prioritize adventure over commodities, seek green time over screen time, and who’s beautiful, diverse, unique ‘ride’ reflect the same desire to reclaim a slower, more intentional, more enjoyable family journey.
@mindful_madre understands the importance of slowing down and has been helping other moms ditch the rushed hamster-wheel of modern parenting for a simpler one that deepens joy & connection at a pace that’s natural to childhood. #findyourbalance #enjoytheride #woom
@alexiskristiana knows moms need moms — and has been sharing her raw, honest, whirlwind of a ride from modeling to full-on mothering. “While the days are long, we find balance & joy in being together.” #findyourbalance #enjoytheride #woom
@theluckyfewofficial knows the greatest gift you can give your children is encouragement to pave their own path, opportunity to go at their own speed and support them just long enough to let… them… go! #DownSyndromeAwareness #enjoytheride #woom
Seconds of Edu-tainment
The power of Enjoy the Ride is that it isn’t a one-dimensional expression. It can be just as informative as it can be sentimental. Leveraging our storytelling film footage we created 5-10 second bite-sized ‘edu-tainment’ shorts that allowed the WOOM brand to highlight everything from it’s high-quality product features down to it’s child-development benefits.
balance bikes : Life is a balance of holding on, and letting go! #findyourbalance #enjoytheride #woom
bike weight : Our woom bikes are the lightest, safest, most easy to ride (and most easy to schlep) bikes out there! #enjoytheride #woom
screentime : Kids down remember their best day of television. #enjoytheride #woom
A purpose-driven brand is built on action.
To launch the (woom)ᴿᴱᴰ Collaboration, we created a multi-year, call-to-action creative platform. It invited people to join WOOM’s philanthropic efforts by purchasing from a special (RED) Collection of bikes.
JOIN THE (RIDE) gave the partnership an intentional voice and iconic visual identity that became the anchor for all marketing initiatives, season after season.
For the launch of WOOM’s new collection of beginner GO bikes there was once again an opportunity to celebrate more than just a bike.
Go Get Those Wheels Turning redefined & repositioned how parents see these beginner bikes — reminding them that learning to ride ignites a child’s mental & emotional growth, while fueling wonder & adventure.
Scaling wonder,
city by city.
As an extension of our Go Get Those Wheels Turning campaign, we built custom, localized art installations in cities across the U.S. These playful murals led families on wonder-filled journeys as colorful as the new bikes themselves. While each bike path celebrated different imaginative journeys of childhood, the installations also showcased the five new bike colors and celebrated WOOM’s ‘most lightweight bike’ claim — by literally integrating & hanging the bikes in the art.
from walls to wheels
Reflective Sticker Sets expanded the reach of the mural art to consumers everywhere through e-commerce, POS & events.
