True Wanderer
Constant helped Wrangler bring the True Wanderer concept to Asia - a regional campaign that takes 40 motorbike riders from 5 different countries out for incredible adventures on the open road.
Client
Wrangler
Service
Strategy, art direction, UI design, content development
Year
2015

Background

Originating from Wrangler India, the True Wanderer concept had been growing in size and popularity since 2012. So we were tasked to take the concept to Asia, creating a regional campaign that would synergise the efforts across diverse markets and get everyone to speak in one voice.

Starting from a “call for entry” phase, all motorbike riders could share their personal experiences on the open road for a chance to get selected. Ultimately, 10 riders would join the Wrangler sponsored 5-day “rideout” before 1 was crowned the ultimate true wanderer.

Flexible ecosystem

With very diverse markets joining in on the campaign, we needed to have a flexible framework. We developed a fully responsive site with a customisable front-end to address needs across the region. From an admin panel, each market could control all elements of the campaign; set the language, time when different phases would start and feature select riders and journals – creating a localised experience within a controlled brand environment.

Mobile first

Knowing that our riders would be on the go all day, we made it simple and intuitive to tell stories from mobile. The front-end editor allowed riders to snap images and video and upload directly to their dedicated journal page with a few clicks of the finger.

A curated selection of motorcycle diaries that keep inspiring the Wrangler community.

The True Wanderer proposition has now been established in Asia and will be rolled out as an ongoing brand initiative in the coming years, growing the passionate community of riders in each market.

CREDIT

Photography: Wrangler
Web development: 19degrees

An independent creative agency in Hong Kong and Copenhagen. We build brands, products and campaigns rooted in user-centric design and storytelling.

 
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