Fonzarelli
Your end to end partners
in innovation
Successful innovation has three key components
a. STRATEGY- a clear idea of the market, the opportunity, and an actionable plan for the brand
b. INNOVATION- the breakthrough idea- whether it’s a product or service that will win the hearts
and minds of the customer
c. COMMUNICATION- the content and channels required to let people know what you are doing
Many companies specalise in one, sometimes two of the above disciplines. UDKU does all three.
Below follows the case of one of UDKU’s partner businesses. Our clients are always the experts
in the products and services that they sell. But by partnering with us, together we’ve created
an inspiring brand vision, developed (and redeveloped) a product to match that vision, and are
currently gearing up to communicate this offer and take it to market. Here is your sneak peak of
what we are up to.
Meet the Fonzarellis
Our client, a biking enthusiast, came to us with a bold vision- an end to petrol operated transport.
Her vision was for a scooter that could perform, or even better, outperform the market-standard
Vespa, entirely operated by battery power.
An uncompromising strategy
The scooter market stood in marked contrast to the rest of the Automotive industry. We identified
that outside of the Italian heritage of the Vespa, the scooter market was remarkably short of
character. Similar designs. Indefinable brands.
And yet the target market, (young urban dwellers) was characterized by style, music, fashion and
was highly tribal by nature.
Embedded in the product idea was an unwillingness to compromise. Sustainable electric power
should not compromise performance. Nor should that performance compromise style.
From this, a brand vision was born:
Where modern innovations are embedded in the best of the
past. Nostalgia, freedom, attitude, chrome, leather and passion
are brought together. It’s the way it should be.
Standing against their petrol counterparts to bring a generation of fast, convenient, high torque and
powerful EV bikes. And most importantly, no evil oil.
It’s the Fonzarellis.
Inspiration was drawn from the proud past of the scooters- dating back to the mods/rockers of
the 60’s. Fonzarelli is about bringing back some of this attitude, toughness and street credibility,
wrapped in the environmentally friendly sensibilities of now.
Innovating the product
The first iteration of the product performed really well on the road. But some of the practicalities of
battery recharging and range could be improved upon to truly deliver against that uncompromising
brand vision.
The Fonzarelli 2 has improved range and performance. It also has battery packs that can be easily
removed and recharged from any power point.
In addition, global sourcing has allowed production costs to come down to more competitive levels.
An uncompromising strategy now has an uncompromising product to match.
Communicating with integrity
Our vision requires we create a subculture. And subcultures are not created by traditional advertising.
They are created by the communities themselves. Their shared values. And their shared experiences.
Rolling out in 2014/5 the Fonzarelli community will be created first. It will attach itself to the music,
events and culture that matches the brand vision. A combination of publicity and content will drive
the expansion of this community which will be housed in traditional social channels like Facebook,
but also through the Fonzarelli site where we can communicate more directly with the audience.
From this community, invitation-only pop-up events will be held, designed by UDKU.
Enthusiasts can look, see and try the bike for themselves. Supply will be deliberately scarce in
the early stages to maintain the mystery of a scooter with attitude that, like its audience, refuses
to compromise. This direct-selling model not only preserves the intent of the brand strategy, but
revamps the business model away from the traditional dealer commissions.
This is more than a case study about great partnerships with clients. It’s also an example of a solid
strategy, created with integrity and applied not simply to the communications approach, but also to
the product itself.
For further information please contact:
Colin Jowell
colin@udku.co
0439 411 394
Level 4
53-55 Liverpool St
Sydney 2000
udku.co