We needed to break social stigmas: focus groups showed that young drivers openly expressed that the existing three wheeler” were not cool” and “is made for grandparents”.
Moreover, while BRP engineers described the model as evolutionary, focus groups showed that millennials thought the Ryker’s design stood out from the mould and didn’t looked like a motorcycle their grandpa could drive like the Spyder did.
Based on this insight, two media behaviours emerged:
Ryker had to break away from the category conventions to abolish the "uncool" association millennials had against the standard three-wheeler.
The campaign needed to push for a trial. Indeed, the two models might look the same, but the driving experience was quite different.
The question is, how do you introduce Ryker to a younger audience, who has no interest in the three-wheeler category? Well, by landing the Ryker in the Millennial culture with a clever product integration strategy!
Three-wheelers were always positioned in niched power-sports environments. Our competitors’ media behaviours were undifferentiated, and they all battled to sponsor the same motorcycle racers…
To break away from the category convention, we challenged ourselves to act like a millennial brand, to commercialize the product as if we were a limited sneakers edition or designer drop at a mass retailer...That’s how celebrities, influencers, exclusive events, and graffiti became part of our plan to engage with young riders - A bold move for the category! It proved to potential millennial drivers that Ryker shares their values. We needed an ad campaign to prove it.
Launching a new model to attract a much younger audience also meant starting our data strategy from scratch. BRP historical data was accurate at predicting sales against riders aged 55+ but failed to predict who the new, younger consumer is. The media strategy needed to provide quick access to a large pool of new data to map the new buying journey and target the right potential buyers. The product placement strategy was perfect to create a pool of online audiences in record time.
Last but not least, it was critical to demonstrate that the Ryker’s driving experience was “a ride like no other”. We needed to entice trials and interactions with the Ryker brand. The strategy was to create road tests that would be as distinctive as the product itself.