Can-Am Therapy

Insight 1: In the past, we noticed a spring ritual: ATV riders would start their preseason by researching online to learn more about repairing and modifying their ATVs at home, Do It Yourself (DIY) style. It was their way of playing with their Can-Am ATVs while waiting for the trails to open.

Our idea was to turn this ritual into an income during the pandemic. It was risky, because parts and accessories are usually purchased in person, with the help of the salesperson at the dealership. We took the gamble of capitalizing our media efforts on DIY videos to drive users to our transactional site and, in so doing, ensure our survival.

Insight 2: Sand dunes, muddy trails and mountain valleys are the playgrounds of our consumers, who are looking for adventure and adrenalin. Research shows that riders enjoy a multi-sensory experience on their ATVs: the smell of the forest, the vibration of rocky trails and, most importantly, the sound of the engine demonstrating the full power of their Can-Am.

After months of winterizing their ATVs, fans can't wait to get back behind the wheel and relive the adventure. But in the spring of 2020, the pandemic prevented them from getting ready for their first outings. So we created a campaign that stimulated all their senses, to keep the flame burning while they waited.

So we launched the Can-Am Therapy campaign, a series of content that recreated the joys of an ATV ride live from the garages of our ambassadors, and most importantly, showed Can-Am fans how to become an apprentice mechanic.

It was spread over three phases:

1- Launch

We capitalized on the fact that Can-Am enthusiasts thrive on the sensory stimuli of off-road driving. So we launched our therapy with digital videos, featuring the industry's most popular Can-Am professional riders and ambassadors.

The videos stood out thanks to a humorous tone that invited riders to call a toll-free phone line to hear an engine roar, then encouraged them to record their own!

2 - Tutorials

After attracting the attention of adrenaline-hungry enthusiasts, we retargeted them with DIY tutorial videos on repairing, maintaining and modifying their Can-Am. These tutorials were an excellent way to increase awareness and highlight the Can-Am products and accessories for sale on our transactional site.

3- Promotional offers

The final phase consisted in promoting specific products to DIY enthusiasts who had watched our tutorial videos. This enabled us to boost online engagement and transactions, based on the parts and accessories featured in the videos.