The Kawasaki Ninja 636 motorcycle was a legendary bike among the hard core. It was not only feared on the track, but even more so respected on the street. But eventually it was phased out. In its place more sensible bikes took its place.
But enthusiasts demanded more, and in response Kawasaki rose to the occasion. But it could not just return as what is once was, it had to be more. It had to have more performance, more technology, and be more extreme than it ever. Lucky for us, we were given to opportunity to announce to the world of its return.
Reignite an Entire Category
On the Track or On The Street. We Dominate.
On the Track or On The Street.
We are Invincible.
With its return, we had to bring it back with a global launch campaign worthy of the 636 moniker. We believed, that in order to prove to true hard-core enthusiasts across the world, that it was as unbeatable as ever, so we determined it needed to be put to the ultimate test. And to up the ante, we would need to unveil our 360º campaign captured on one of the world's most infamous tracks, and unveil it on one of the America's biggest stages.
We believed, that in order to prove to true hard-core enthusiasts across the globe, that All-New Ninja ZX-6R 636 was as unbeatable as ever, it needed to be put to the test, to prove its worthiness, and that place had to be, the notorious Isle of Man Raceway. One of the most dangerous and well-respected raceways on the planet that is both a track and a street. Knowing if Riders across the globe could see that it could be proven here, it was “Invincible Everywhere.”
Isle Of Man Live Global Launch Event In NYC Times Square
Isle Of Man Live Global Launch
Event In NYC Times Square.
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
- Concepted and developed look of “Invincible Everywhere“ campaign
- Researched and pitched the Isle of Man location
- Researched and pitched New York Times Square for the global launch
- Created campaign deck, developed campaign tactics and pitched execs • Co-directed commercial and edi
- Creative Directed: Visual design, global launch event in NYC Times Square, global photography, live social media coverage and more
Global Success On
America's Biggest Stage.
Global Success On America's Biggest Stage
Summary:
The Global Launch of the Ninja ZX-6R 636 was global success worthy of it's reputation. With Millions of video views, thousands of fans attending the NYC Times Square launch event, and an overwhelmingly positive response from new and existing fans, the 636 flew off the dealership showroom until it was sold out. Our campaign work also won several advertising awards for our ad spot, interactive website, brochure and integrated campaign. To this date, it's the largest vehicle launch event in Kawasaki History.
Highlights:
- Global Integrated Advertising
- Millions of video views
- Thousands of fans at the NYC launch event
- 100% inventory sales
- Award-winning campaign
- Market Share Growth
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