Traditional navigation apps get you from A to B, but for adventure motorcyclists the journey is the whole point. Scenic was the first app to realise that bikers needed their own tool, letting riders skip the motorways for curvy roads, unpaved roads and remote roads they would never have found alone. Today it is the iOS App Store’s number one motorcycle navigation app, helping riders plan, discover, explore, track and share their adventures on the world’s most beautiful roads.
The motorcyclists on our team had been using the app for years. So when Scenic needed to re-envision its brand and win back market share from heavily financed competitors, we jumped at it.
Our strategists repositioned Scenic specifically for the off-road and adventure bike market, which is not only a lot of fun but resilient and growing fast, with a CAGR of 10% against 2% for the wider sector. The brand’s central tension was unifying reliability with rebellion. Motorcyclists are counter-cultural by nature, yet need a tool they can rely on in extreme situations. To express clarity and simplicity of form in a world of uncharted adventure, we used the metaphor of a pristine Swiss Army knife found in a far-flung desert to guide everything that followed.
The messaging is aspirational and empowering, giving riders the confidence to start an adventure and see it through. Visuals show paved curvy roads transforming into paths off the beaten track, and the language of anti-efficiency and the road less ridden speaks to the explorer in all of us: A to B is boring, so take the Scenic route. It all comes together in the logo, a cleanly sliced location pin that puts the focus on the journey, not the destination.
Against that aspirational backdrop, the app needed to be clean, clear and controllable. We worked closely with founder Guido van Eijsden to upgrade the app design to match the new brand, innovating features and streamlining the experience while keeping Guido’s core usability principle intact: everything had to be glove-friendly, so riders could use it on the move.
Our growth team then carried the brand into a new website and seasonal campaigns built around app install ads on Facebook, Instagram, Google and Twitter, optimising targeting and creative continuously in a live environment.
I really enjoy working with you and you’ve helped me a lot in bringing Scenic to the next level. You opened my eyes from a marketing and branding perspective. I just consider you as part of the team.
Guido van Eijsden, Founder, Scenic
The campaigns doubled Scenic’s rate of growth, driving 700,000 app downloads, cutting cost per download by 74% and significantly increasing profitability through in-app purchases. In a highly seasonal market they have delivered consistent revenue growth: across the May to August 2022 campaign, total app installs rose 53.5% and sales 22.93% on the same months of 2021.
Our senior team has kept working closely with Guido since, helping him use the stronger brand equity to negotiate exclusive brand partnerships and make Scenic what it always should have been: the number one app for adventure motorcyclists.
Outfly, a London brand, marketing and product agency, led the Scenic rebrand, app redesign, website and marketing, working with founder Guido van Eijsden.
700,000 app downloads, a 74% lower cost per download, a doubled growth rate and, across the May to August 2022 campaign, 53.5% more app installs and 22.93% more sales than the same months of 2021.
The off-road and adventure bike market is resilient and growing fast, with a CAGR of 10% against 2% for the wider sector, which gave Scenic a clear way to stand apart.
It was Guido van Eijsden’s core usability principle: riders must be able to do everything in the app on the move, without taking their gloves off.
