Repositioning Motorsports

Royal Enfield Motorsport

MANIFESTO IN BULLET POINTS (SHORT & SNAPPY)

WHAT IS PURE SPORT?

Authentic > Synthetic

Instinct > Electronics

Analogue > Assisted

Drift > Precision

Passion > Podium

Courage > Calculations

Quixotic > Quantified

Stock & Bare Bones > Swanky, Kitted Cold Metal Cases

Vibrations & Noisy > Refined & Tuned

Grease Monkeys > Tech Mechanics

Action > Afterthought

Thrill > Frills

Play > Perfection

Try > Win

Fun > Finishline

Heart > Horsepower

Personal Preference > Professional Obligation

Potential > Professional

Beer Unwind > Champagne Celebrations

Motorsport > Math


This is Pure Sport.
Royal Enfield.

MANIFESTO IN A PARAGRAPH (THE OLD FASHIONED WAY)

Authenticity embraced over the synthetic, instinct trusted over electronics,
analogue adored over assisted and stock preferred over kitted out cold metal cases.

Vibrations cherished, grungy, noisy engines welcomed with ears wide open.
Chasing passion over podiums, play over perfection, fun over finishline and heart over horsepower.

Action first, cause who’d want to live with regret and afterthoughts?
Courage is for motorsport enthusiasts, calculations are for mathematicians.

It’s a feeling, a way of life, a personal preference for weekend champs, not a professional obligation for superstars.
There are no champagne celebrations in the end, it’s unwinding with a dram, a beer pint or a hard seltzer can.

This is Pure Sport.
Royal Enfield.

COMMS USAGE GUIDELINES

- Please note, one doesn’t have to stick to the ‘>’ (greater than sign) for copy. Only use the comparisons already made in the manifesto.
- When making a bold statement highlighting a very stark difference between conventional motorsport in comparison to our idea of Pure Sport is when it can be used as a device.
- In each content piece be it video or static, look for one hook to highlight the point from the manifesto. Once identified, keep it as simple and conversational as possible.
- If other motorsport brands are pop-rock, we are garage rock. Doing it for the love of it. More focus on feel than on technicality and commercialism.

What NOT to do:
- Calls to action without clear context. Where? What? How?
- Context! Context! Context! - Do not assume that each follower has seen every one of your stories or posts thus far.
- Always witty, never cliquey - Do not make our activity seem inaccessible and not open to new riders/viewers
- Uncommon jargons - Avoid at all cost.
- Delicate difference between sounding try-hard and sounding cool - Don’t be the former.


DESIGN

Please note, I have used the ‘>’ (greater than symbol) in copy(will also be used in design) to show the difference between our motorsport philosophy vs competitors motorsport philosophy. A subtle and almost subliminal message that real motorsport is not just math, not just calculations, BUT pure thrill, pure sport.

Please note, ‘>’ is signifying a forward facing direction, an arrow not facing backward, upward, downward but pointing to go forward, a character of courage, grit, optimism and a go getter attitude.