Rethinking the value proposition and content strategy for the release of version 3 of the T9, the world’s lightest electric vehicle.
Situation
Urban Native manufactures the T9, a foldable titanium electric vehicle – the lightest on the market. Designed over seven years, made in Portugal, it positions itself as a premium alternative to electric bikes. The team, around ten people, is based in Barcelona.
Challenge
Finding the guiding thread of a story capable of running through all content. With a product boasting many distinctive qualities, the risk was to highlight everything and retain nothing.
Approach
Five individual interviews conducted at the Barcelona offices. The deliverable produced a narrative direction, a content strategy for the acquisition phase, and a roadmap for the launch of T9 version 3.
Outcome
A short, repeatable, infinitely adaptable story: the world’s lightest electric vehicle is also the one that changes your relationship to the city. Urban Native has a framework to produce coherent content and measure its impact.
Reorganizing Urban Native's storytelling was a revolution, and an extremely profitable one for our business. We can feel increased engagement from our community, and it's producing real results. It helped us better mobilize our teams internally and made our message simpler, clearer – in a word, more readable for our clients. A huge thank you for your work, which gave us entirely new perspectives.