Launching Humfree in a Sea of Sameness
The Brand
Humfree is a premium, yet accessible, lightweight mobility scooter brand, launching in the UK via a direct-to-consumer lead generation model.
The brand targets older adults and mid-life audiences, using a brochure request funnel designed to convert into home consultations and sales, while building brand awareness and memorability from a standing start.
The Challenge
Humfree was entering a cluttered, functional category dominated by over 50 advertisers and £9m of collective ad spend across 3 years -a 'sea of sameness' of offer led copy, featuring heavy creative with low brand distinction. Humfree had zero existing awareness, comprehension or predisposition in the market.
However, this was a category for growth. The UK mobility device market was valued at £539m in 2022, projected to reach £870m by 2030 -with 400,000+ monthly searches for mobility scooters.
Strategy
AMS built a launch strategy from the ground up, using a structured 6 step planning framework, blending audience data (i.e. end-user prospects and their family / carers) with a performance first approach supported by a brand awareness element to the media mix.
• Full audience and competitor diagnosis, quantifying the exact conversion rate needed from the addressable universe
• A phased investment model - starting 10% brand / 40% brand-response / 50% performance in Year 1, evolving towards greater brand equity in Years 2–3
• A media-first ITV brand partnership securing heavily discounted airtime and matched investment to help deliver a high impact launch moment
• DRTV, national press and magazine test and learn matrices to identify the most efficient lead-generation combinations
• Paid Search, Paid Social and Programmatic prospecting / retargeting to help harvest performance leads
The plan was built to deliver a business-critical, blended cost per lead (CPL) but we deliberately pursued an objective of building brand trust and memorability alongside response driving media – so, ITV's mass reach enabled us to escape the 'sea of sameness', while DRTV, print and digital delivered the always-on lead generation.
Results
Best B2C Campaign at the Independent Agency Awards
year 1 target sales revenue achieved in 6 months
ahead of ROAS target (month 6)
