Marketing Featured East Asia

Essence named as integrated media partner of Segway-Ninebot China

Beijing, China – Essence, a global data and measurement-driven media agency under WPP’s GroupM, has been awarded integrated media duties for smart short-distance transportation and robotics company Segway-Ninebot in China. This partnership will be led out of the agency’s Beijing and Shanghai offices.

In 2015, Segway-Ninebot was formed in a strategic merger and acquisition by Ninebot. As a global enterprise in the fields of intelligent short-distance transportation and service robots, Segway-Ninebot’s perspective and mission are to simplify the movement of people and things and make life more convenient. The company’s extensive product line includes electric self-balancing scooters, electric kickscooters, electric mopeds, electric gokarts, and all-terrain vehicles and service robots, catering to various aspects of life, from daily commute to entertainment and point-to-point delivery.

As part of the mandate, Essence’s scope of work includes strategy, creative, content innovation, media planning, and media activation for all of Segway-Ninebot’s products in the market. Additionally, Essence’s first initiatives with Segway-Ninebot include the launch of an integrated brand campaign and tagline, as well as a partnership with Chinese celebrity Jackson Yee as the brand’s global spokesperson to reach out to consumers across generations. 

Essence said that the communications plan, covering strategy, creative, media, and content marketing would propel Segway-Ninebot’s awareness and generated positive discussions amongst audiences across platforms since its launch in the early third quarter, effectively positioning the company as a breakout brand in the market.

Benjamin Wei, Essence’s CEO for China, commented that they are greatly excited to have the opportunity to collaborate with Segway-Ninebot to make the brand more valuable to consumers.

“With our full-service media offering, strategic and creative expertise, as well as cutting-edge use of data and technology, we look forward to helping Segway-Ninebot create new innovations to meet the evolving demands of modern transportation, and drive enhanced growth for the brand and business in the market,” said Wei.

Most recently, Essence has also been appointed as the integrated media agency of record by online restaurant company Rebel Foods in India. The agency’s scope of work includes strategy, analytics, media planning, and media activation for the internet restaurant company’s brand marketing activities.