JobRad Loop
CLIENT
JobRad Deutschland
BRAND
JobRad Loop
YEAR
2025
ROLE
Brand Strategist & Producer
Challenge
When Revelo became JobRad Loop, the goal went far beyond a renaming. JobRad is one of Germany’s most familiar mobility brands, especially in the B2B segment, and the new sister brand aimed to build on that strength. The challenge was how to leverage JobRad’s strong corporate awareness to create stronger consumer recognition and position JobRad Loop as a credible, desirable brand in a competitive B2C market.
At its core, the challenge was threefold: first, to position “refurbished” as aspirational – moving perception from “used” to “smart choice.” Second, to build awareness for a category still unknown to many, as only around 20 percent of consumers were familiar with refurbished bikes. And third, to achieve all this without a big-bang campaign, but through consistent storytelling and smart experimentation.
Solution
To turn strategy into action, we built JobRad Loop step by step – combining clear messaging and distinctive brand assets with an agile, test-and-learn mindset. Instead of one big launch moment, the brand grew through a mix of lasting presence and small but bold pilot projects – from podcasts and interactive event sponsorships to local brand collaborations – each helping us understand what resonates and refine our direction.
From Open Air Cinema Events across Germany, to IAA Mobility, SC Freiburg Sponsoring, and Cycling Paradise Sylt, JobRad Loop became visible wherever people ride, move, and connect – turning refurbished mobility into something tangible, desirable, and part of everyday life.
As Freelance Brand Strategist, I supported the rebranding and positioning, and developed major parts of the brand activation fully remotely – ensuring every touchpoint delivered on the JobRad Loop promise: USED BIKES. GREAT RIDES.
Brand Experience: From concept to crowd magnet.
One of the central experience modules of the JobRad Loop activation was the Bike-Simulator Challenge – a fast-paced, gamified format that brought the brand’s promise to life through motion, competition, and instant reward.
From the first idea to the final execution, the entire concept was developed fully remotely from Bali. Working across time zones, I shaped every detail – from early sketches and concept decks to floor plans, partner briefings (shout out to Konorg and ROUVY) and the final modular setup used on-site.
The result was a plug-and-play experience designed for flexibility and scale. Whether at IAA Mobility, on an open-air cinema tour, or at regional activations like Cycling Paradise Sylt, the simulator became a real crowd magnet – engaging visitors, driving visibility, and turning refurbished into an experience people could feel.
Urban, visible, and right in the middle of everyday life – our out-of-home campaign took over the streets of four cities for one week, bringing sunny vibes and strong brand visibility right where people are on the move.
Alongside OOH, we developed a variety of conversion-focused assets for social and performance marketing – from short clips to static visuals – all built around a big pool shooting that captured the full lifestyle and emotion behind JobRad Loop. Together, these measures created both awareness and action, connecting inspiration with measurable engagement across channels.
