Arai Helmets | Case Studies | Doe-Anderson Advertising
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Arai Helmets

For years, campaigns developed at Arai’s Tokyo headquarters had simply been repackaged for the U.S. market. While their look and message were appropriate for Japanese riders, they failed to connect with their American target audience. We needed to convey the brand’s purist approach to engineering and design in a more universal way.

 

The Solution

Doe-Anderson created an entirely new brand identity system and implemented it across all North American communication channels. Utilizing this look and feel, we developed an advertising campaign that single-mindedly focused on the company’s philosophy of relentless pursuit of safer designs, not flashy features.

E-commerce Website

Arai was badly behind the curve when it came to website functionality. It challenged us to incorporate state-of-the-art e-commerce functionality into a new site look and feel.

Consumer Print

“Here at Arai, our craftsmen are putting robots out of work.”

Heads Up. Heads Down.

40k Banner Ad

Play Click to play
 

Brand Catalog

For the first time we captured the true soul of the brand (along with the obligatory pages and pages of gorgeous, gleaming helmets).

The Results

Language barrier broken

8% year-on-year growth

8% year-on-year growth

North American campaign extended across Europe (demonstrating successful translation of Arai philosophy for the Western consumer)

North American campaign extended across Europe (demonstrating successful translation of Arai philosophy for the Western consumer)

Recognition

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