Brainstorm brand Segway North

With only 2 wheels, yet almost magically appearing to defy gravity by managing to stay upright by itself, the Segway is “the world's first self-balancing human transporter”.

To move forwards or backwards on a Segway, the rider just leans slightly forwards or backwards. To turn left or right, the rider simply moves the frame left or right. It’s a truly weird but unbelievably addictive sensation.

Having been appointed to handle the marketing for Segway North, the project proved quite challenging on a number of levels. First, with machines retailing at around £4,300 each, they’re certainly not an impulse buy. Second, as well as targeting consumers, we also needed to tap into the lucrative corporate market, where organisations hire Segways for team building seminars, conferences, promotional events and PR and advertising opportunities.

To gain a competitive advantage and drive the required commercial success, our creative approach revolved around visually “mimicking” the characteristics of the machine .

Whilst it’s early days, this strategy appears to be working.

Enquiries are already flooding in and the business is well on track to achieve its first years’ sales projections.

 See the work