In 2012, the Mando Footloose entered Europe. The Korean brand appointed FlessnerSchmitz as their European bike industry PR agency. We conducted the entire launch communication during Eurobike with a focus on Germany. The e-bike — a true technical innovation with an eye-catching design (chain-less, foldable with sensor technology from the automotive industry) — was widely featured in European media. The launch, including a fully packed press conference in a competitive trade show environment, was a triumphant success from a PR perspective, setting the ground for the bike’s introduction in the European market.