Launch a Hard Core
Global Brand.
Launch a Hard Core Global Brand
Kawasaki decided to go all-in to the competitive naked-bike world with the launch of two all-new bikes. Completely disruptive in their design they needed an even more disruptive 360º campaign to make a dent in the category. They needed a something that would not only capture the heart and soul of riders in the category, but also anyone set to be on two wheels..
Strip Away Everything. Give them Everything.
Strip Away Everything.
Give them Everything.
Partnering with the Kawasaki team in Europe, we needed to create something disruptive, we needed to get the root of why this bike exists, we dove deep into its engineering, its design philosophy and its intangibles to unearth its "why". At its core, it was the embodiment of two opposing forces forged into one hell of a machine. We needed to create a full campaign that other manufactures dared not go. Every touch-point needed to be a punch in the face of the expected.
Refined Raw
Summary:
Our solution, was to strip away everything and own its two primal points. At its core, it was simply made to be a pure minimalistic machine, the embodiment of Refined Engineering and Looks coupled with Raw Power and Performance. The campaign hit all the right channels with captivating creative, from two launch ads, an interactive and responsive parallaxing vehicle website, countless social media posts and a compelling vehicle details page within Kawasaki.com.
My Role:
- Spearheaded strategic research, creative brief and competitive analysis
- Directed creative brainstorming sessions
- Created campaign deck, developed campaign tactics and pitched the client our campaign directions
- Creative directed commercial, visual design, 360º VR tour, photography, interactive vehicle experience, social media and other supporting campaign tactics
High Praise from
Hard Core Fans
High Praise from Hard Core Fans
Summary:
The Global launch of the Z motorcycle campaign performed exceedingly well. Primarily promoted through social channels, our ads, posts and instant experience outperformed industry benchmarks and set a new bar for the global Kawasaki marketing team. Our fans responded in kind, through thousands of likes, comments and click-throughs. Our end-result contributed to sold-out inventory and a raising of brand recognition and sentiment.
Highlights:
- Global Integrated Advertising
- Millions of video views
- 100% inventory sales
- Award-winning campaign
- Market Share Growth
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