NIU KQI2 Scooter Video Ad
Creative & Strategy
NIU KQI2 Scooter- Conquer the city with NIU
Challenge/Opportunities:
NIU is still in the infancy of the growing competitive e-scooter markets in the United States with solid local competitors like Segway-Ninebot and GoTrax.
The e-scooter sharing segment is not mature with a pioneer and established brand.
Target:
Populations between 18 to 35 in the United States. This group ranges from college students to working professionals. The target audience is likely to commute daily in cities and intends to speed up their commute safely.
Single Idea:
Conquer the city with NIU
Strategy:
Show consumers that the NIU KQI2 scooter is the perfect solution for city riders to commute—more eco-friendly than cars, faster than bicycles, more comfortable than public transportation, and safer than traditional scooters.
Video Ad- Script
Background music: Dog Days are Over- Florence +The Machine Length: 1:30
Wide establishing shot of a 20-ish young man in a business suit riding a gigantic gold bull that looks similar to the charging bull on Wall Street.
Cut to a medium close-up shot of the young man holding the bull horns(that look like the scooter handle) and enjoying his “bull” ride.
Pan of the people try to chase the Bull but failed. We see the cars get stuck by the traffic lights; the people riding bicycles get exhausted biking
VO: “Why it goes so fast”
Cut to POV shot of the young man turning his head and seeing people fall from the conventional scooters as they couldn’t find the balance…
Reverse shot to the medium shot of the young man and the bull. The young man taps the bull. He is enjoying the NYC City view while on a SAFE but FAST ride on the bull.
Young man: “good boy”
VO:” And it is so steady”
Cut to the wide shot of Bowling Green( where the Charging bull statue is located). The bull makes the “moo” sound and puts the young man down safely. And the young man looks up at the stock exchange billboard
Young man:” thanks buddy”
Panning of people in different transportation arrives behind the man and the bull, applause at the young man.
Cut to a medium close-up of the young man smiling warmly, taking out his phone, and clicking on the NIU app.
Close-up of the Niu App (lock scooter button)
Zoom out to a medium shot as the bull next to the young man is transforming into the folded NIU KQi2 scooter.
Cut to panning the young man carries the folded NIU KQi2 scooter and confidently enters the front door of his company. Fade out
Cut to body copy: “Conquer your city with NIU “(subtitle: In English, Bull) and Brand logo
VO: “With the 20% wider handlebars,13% wider deck, and 15% bigger wheels, the newly launched KQI2 scooter is not only fast, eco-friendly, portable but SAAAFFFFEEEEEE!”
