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Headline: Transforming a Foreign Brand Into a Lifestyle Marque & Industry Leader: #RideConnected

Sena Bluetooth, a technology company from Korea that manufactures Bluetooth audio devices, entered the North American market with a dream of playing within the two-wheel powersports/motorsports industry. The company, heavily focused on product marketing and technology specs upon arrival, was virtually unknown before engaging DRIVEN360 in 2012.

With the complicated challenge of convincing engineering-focused leadership in Korea to evolve the brand into an emotionally-connective lifestyle brand for the western market, DRIVEN360 strategists helped the company eventually rally around its #RideConnected integrated brand strategy. Fast forward to today: Sena is the undisputed preferred marque for everyone from the everyday enthusiast to globally renowned riders/athletes and adventure influencers on two wheels.

    • Sena Bluetooth entered the United States with a strictly technology and product focus – with a goal of playing in the powersports | two-wheel motorsports arena. But zero idea of how to attack the Western market.
    • DRIVEN360 was entrusted to transform the brand into an emotionally connective lifestyle brand through 360 integrated brand marketing + entertainment | sports + PR & communications strategy + activation.
    • In just two years, the brand leaped to No. 1 in its market segment within the powersports industry – rallying around the #RideConnected slogan, which it now commands globally with a vibrant family of brand ambassadors.
    • Sena now generates more revenue than the top two legacy powersports/motorsports helmet brands (outside of their market segment).


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