Client: BRP

CAN AM Spyder

Publicity and optimization

We launched Open Your Road, a complete repositioning of the product with a multi-channel, multi-region campaign.

The unique Spyder touring vehicle, while popular in Canada, was not selling in the U.S. market. Using our unique capabilities in the real-time optimization of creative executions based on cultural sensitivities and consumer reactions, we achieved a 10% increase in dealership sales, after eight consecutive years of declining sales.

Challenge

Despite the local popularity of Spyder in Canada, this unique three-wheeled touring vehicle had gained little traction in the U.S. market. For years, BRP attempted to fight head to head with the market leaders (Harley-Davidson, BMW, etc.) and abided by the category codes of masculinity, virility and rebellion, despite Spyder being distinctly different from motorcycles.

Process

We identified a strong emotional insight with our Structural Mapping Process (SMP) and qualitative field research. We revisited the brand and retail communications platform, then took a comprehensive optimization approach to rebuild trust at the dealer level.

Strategy

Our research and insight work revealed a much broader and more diverse audience mindset for Spyder than for traditional motorcycle riders. This resulted in our developing an entirely new marketing platform called “Open Your Road,” which was about offering the freedom of the open road to those who normally wouldn’t (or couldn’t) ride a traditional motorcycle.

Creative Solution

With Open Your Road, we developed a multi-channel, multi-region strategy for the U.S. market. We then used our unique capabilities in the real-time optimization of creative executions based on audience personas and close tracking of conversions to learn quickly and enhance results.

Results

The number of leads redirected to dealerships nearly doubled, while the investment was nearly cut in half. When all was said and done, our efforts resulted in a 10% increase in dealership sales, and a significant increase in profit.