Start a Tiny Bike Trend
When Kawasaki announced that it would be releasing a mini-sized, lower-displacement, stripped-down naked motorcycle under the renowned Z moniker, it gave us momentary pause. After extensive research and plenty of test-rides we knew exactly why this bike existed and what this campaign would represent, lots of badass fun.
Badass Fun
To reach our primary Millennial audience, we needed to create a brand worthy of inspiring Instagrammable moments. It needed attitude, a cool lifestyle and most of all, it needed to show badass fun. And everything about Z125 embodied just that, from its design, to its size, and its styling, it oozes fun with an attitude for a Millennial lifestyle. It was this core value that helped drive our ideation for launching this rebellious little bike.
- Spearheaded strategic research, creative brief and competitive analysis
- Directed creative brainstorming sessions
- Wrote and developed “Designed to Defy“ brand platform and brand promise
- Created campaign deck, developed campaign tactics and pitched the client our campaign directions
- Creative directed commercial, visual design, photography, social media and other supporting campaign tactics
- Strategized Custom Graphics Program
Kawasaki designed this bike to defy all notions of what a motorcycle should be, and built it to defy the status quo. With this mind, it became overwhelmingly clear that we had to show off how cool, rebellious, and fun this bike could be. It should inspire Millennials to want to get one so they can get out and ride. And wherever you decide to go, people know you're on a bike that's Designed to Defy.
Designed to Defy
My Role:
Social Media Overload
Summary:
The lifestyle approach for this campaign paid off big with Social Media views, likes, mentions and shares through the roof. This campaign garnered some of the most positive feedback from fans ever and the highest metrics of the year for any campaign, plus lowest CPV and CPM. The success of the campaign later prompted a U.S. demo tour of the Z125 at Motocross and International Motorcycle Shows across the country.
Highlights:
- Global integrated advertising
- Millions of video views
- 100% inventory sales
- Custom accessory graphics kit
- eCommerce with ShopifyPlus
