B2C
Royal Enfield
Services deployed on this project
Activity

Fifty years after Royal Enfield embarked on its first ever 24 hour ‘Top to Tip’ sprint ride, Tangerine was tasked with helping to recreate this iconic challenge to celebrate the launch of the brand’s first exclusive store in the UK.

Tangerine secured riders and journalists for the 952 mile ride which started at John O’Groats and finished at Land’s End, making time for a press conference at Silverstone in between.

At Silverstone, legendary motorcyclist John Cooper completed a lap of honour on the very same track where he broke his original record in 1964.

The ride was completed in a record time of 20 hours and 47 minutes, while raising money for social enterprise charity ‘Riders for Health’, a partnership which Tangerine established for the brand.

The 50th anniversary celebration of the Top to Tip ride also marked the launch of Royal Enfield’s first exclusive store in the UK in East London. To mark the opening, Tangerine filled the guest list with journalists, influencers and Royal Enfield fans.

Tangerine also engaged celebrities, inviting soap actors Ryan and Adam Thomas (well-known bike fans) to attend the event at Silverstone, as well as James Toesland and The Rainband to join the store celebrations.

Results
  • “The Top to Tip challenge was incredibly successful. Not only did Tangerine exceed expectations in terms of securing media and celebrity attendees, the team also managed to generate strong brand awareness in the run-up to, during, and after the event across key platforms. Working with Tangerine is a pleasure, and with Top to Tip being one of most important events of the year, the team really went over and above, and we are proud to have them as part of our team.” Bidisha Dey, Head of Corporate Communications, Eicher Motors
  • 40 pieces of event coverage achieved, with 90% of the resulting coverage mentioning the recently launched Continental GT, a key focus in the UK to help drive sales
  • Reach of 55,336,065
  • YouTube video views of more than 12,000
Campaign Media