Revive the King of Bikes
Back in 1972, the Kawasaki Z1 900 was the most powerful Japanese
4-cylinder 4-stroke ever made and the first of the Z line. Dubbed "The King" it truly was the king of power and style. After decades of changes, Kawasaki sought to return to its roots by introducing Z900RS, with modern technology but all the style and power of the original.
They needed a campaign that would reintroduce the bike to the world, while carefully balancing the spirit of the original with the new design and modern performance.
The Spirit of Authenticity
The campaign needed to elude to its historical roots, but mainly focus on the emotional appeal and retro lifestyle of enthusiasts. It would obviously need an inspiring ad spot and technical product video, but its full story couldn't be told in just one commercial, it would need to be told consistently to its fans throughout social media. With careful planning and historical research, we were able to craft a campaign that accomplished all of it.
True Spirit
Summary:
The True Spirit campaign sought out not only the say the new Z900RS had the True Spirit of the original Z1, but also the True Spirit of a pure motorcycle riding experience. We partnered with Kawasaki Europe to develop launch materials and global social media assets to educate and entertain fans with content connecting the past to the present. We also engaged our fans all year long that inspiring comments, shares and likes.
We created a series of video-based posts taking vintage 1970-era Z1 print ads and brought them to life with motion graphics and special effects to make the old Z1 ads come alive with the new Z900RS.
Return of the Legend
Summary:
Our fans responded to our campaign with enthusiastic praise, providing the year's highest engagement and lowest cost per click on our content. With millions of video views, product page views and massive sales numbers, our campaign proved worthy of the King of motorcycles.
Highlights:
- Millions of video views
- 100% inventory sales
- Highest social engagement
- Lowest CPC, highest CTR
