Create a Global Juggernaut
In the insanely competitive space of Motocross motorcycles, the only thing more competitive than the racers are the manufactures.
So when Kawasaki decided to scrap their reigning championship bike for a whole-new from-the-ground-up redesign. They asked us to create a global campaign that not only reassured everyone that their new bike was even better than before, but would capture market share.
Present Undeniable Proof
We dug deep into our brand's history to uncover a past record of winning championships and a never-ending drive to build the most innovative bikes in the industry. By unveiling this forgotten truth, we'd create a multi-year campaign centered upon that fact that our past and present legacy is one of winning. We would leverage our best-in-industry social media channels and enlist our existing and new roster of brand ambassadors of current champions, racing legends and more to create inspiring creative, we would build an undeniable case that KX is the Bike That Builds Champions.
Unrivaled
Summary:
Our solution, was to confidently declare that numbers don't lie. With so many legends in our ranks coming from Kawasaki KX grass-roots to the Pros, plus recent and current champions all riding green, the simple truth is that KX is an Unrivaled Bike that Builds Champions.
We created launch materials supported through every traditional and social media outlet we could broker. From Kawasaki USA channels, to global channels, ambassadors current and past, plus all of brand affiliates. We embarked on a complete media blitz showing the world we had the proof to make this claim. And with a completely redesigned bike directed by both professional riders and legendary engineers, the only thing left is for you to join the ranks.
My Role:
- Spearheaded strategic research, creative brief and competitive analysis
- Directed creative brainstorming sessions
- Wrote the winning “UNRIVALED“ campaign tagline, messaging and positioning
- Wrote and developed “The Bike That Builds Champions“ KX brand platform and brand promise
- Created campaign deck, developed campaign tactics and pitched the client our campaign directions
- Creative directed commercial, visual design, photography, experiential top features, social media and other supporting campaign tactics
A Championship-Winning Brand
Summary:
Sometimes you bet big and it pays off big. We put our money where our mouth was and cashed in big time. With multiple championship winning seasons and a multi-year campaign dedicated to the bold declaration of an Unrivaled ability win. We were able to prove that we had the best bike in the industry along with the best racing team in history. With unequivocal Proof of performance and multiple Gold awards, we helped the brand to the top of sales in the category.
Highlights:
- Growth to Market Share Leader
- 100% inventory sales
- Global Integrated Advertising
- Tens of Millions of video views
- Award-winning campaign
