Ninja motorcycles are some of the fastest motorcycles on the planet. Our Kawasaki Racing Team is stacked with world champions and world championships.
But when Kawasaki gave use the incredible opportunity to deliver on the global launch of the All-New Ninja 400, they issued the unique challenge of touting their entry-level bike's high-performance and ensuring it was perceived as worthy of the Ninja moniker.
The Strategy.
Undeniably Ninja
The Ninja 400 may not be the same elite Supersport class as its world-champ 1000cc brethren, but it is still extremely capable on both the track and street, and its power is best-in-class. Our creative solution was unveiled once we dug deep into truths about the brand, its athletes and the product.
Our plan, connect the new lower displacement bike to its Ninja's Supersport line of high-performance bikes, connect it to the success of our world champion racers, and show the bike's capability and performance.
The Solution.
Global TV Commercial.
Photography.
Product Catalog.
Facebook Instant Experience.
Let Two World Champions Battle It Out
Let Two World Champions Battle It Out
Let Two World Champions Battle It Out
With our strategy in place, we found the perfect opportunity to align everything. The concept, let our two World-Champion racers, race each other on the Ninja 400 on their way to track practice. Our thought, regardless if they're on the same team, when you have two World Champs riding from the same point A to point B, some “friendly” competition is bound to happen.
Utilizing the Facebook Instant Experience ad functionality and paid targeting, the Ninja 400 interactive ad site allowed for us to show features in a cool interactive way. It set benchmarks for performance, impressions, click-through rate, and session time. Utilizing Facebooks tracking Pixel technology so we were also able to prove ROI with click throughs to Kawasaki.
My Role:
Spearheaded strategic research, creative brief, and competitive analysis
Directed creative brainstorming sessions
Wrote messaging, positioning, and tagline
Created campaign deck, developed campaign tactics and pitched the client our campaign directions
Concepted and developed “Friendly Competition“ launch video ad
Creative directed commercial, visual design, photography, interactive vehicle experience, social media, and other supporting campaign tactics
Social Media.
Results.
Record Sales + Award-Winning Creative
Summary: The Global Launch of the Ninja 400 was an undeniable success. With millions of video views and overwhelmingly positive response from new and existing fans, the Ninja 400 flew off the dealership showroom until it was sold out. Our campaign work also won several advertising awards for our "Friendly Competition" ad spot and Facebook Instant Experience.
