Launch The World's Most
Powerful Motorcycle
Launch The World's Most Powerful Motorcycle
The Kawasaki Ninja H2 and H2R hypersport motorcycles are the world's first and only supercharged production motorcycles, ever.
Our challenge was to not only lead a global team of US, European, and Japanese marketing teams towards a common goal, but to also come up with a global campaign that awed fans and proved the unbelievable performance of this unprecedented machine.
The Supercar of Motorcycles
To develop a campaign as disruptive as the vehicle itself, we honed in on the fact that it was the embodiment of 130 years of Kawasaki Heavy Industries, Ltd. engineering, and the combined talents of all Kawasaki engineering groups. By focusing on a few key truths, we discovered this hand-built monster was developed under the veil of Kawasaki's top security in order to protect all its proprietary technology. By leveraging that story, we used it as the driving force of our campaign.
Built Beyond Belief
Summary:
Focusing heavily on the engineering marvel and top-secret nature of its development, our tagline of Built Beyond Belief wasn't just hyperbole. But we couldn't just unveil our campaign at any expected location, it had to be unique and compliment this one-of-a-kind beast. Our location, The Virgin Galactic and Space X Spaceport in New Mexico.
With this discreet location selected, we developed launch materials across media, including two global launch videos and photography. They were then distributed across the US, EU, Canada, Latin America, and Japan, earning millions of views worldwide.
My Role:
- Spearheaded strategic research, creative brief and competitive analysis
- Directed creative brainstorming sessions
- Wrote “Built Beyond Belief“ tagline, brand platform and brand promise
- Created campaign deck, developed campaign tactics and pitched the client our campaign directions
- Co-directed commercial
- Creative Directed visual design, photography, social media and other supporting campaign tactics
Global Shock & Awe
Summary:
We fulfilled our Build Beyond Belief promise and shocked the entire Motorsports industry with a campaign that was truly unbelievable. The results were over 40 million video views without a dollar of media spent. The success of this launch resulted in shifting development strategy from limited-production experiment, to the expansion of the Hypersport platform and higher-production volume.
The Ninja H2R and Ninja H2 are now deemed the crown jewel of Kawasaki's global brand.
Highlights:
- Global integrated campaign
- 40 Million of video views
- 0 media dollars spent
- 100% inventory sales
- Award-winning campaign
- Market share leader
COMBINED VIEWS
PAID PROMOTION
VIDEOS
40M
6
$0
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