Because of the COVID-19, Can-Am had to stop production of its all-terrain vehicle (ATV). With no new models to promote, it was a matter of survival for the brand to sell its parts and accessories online. But this was no easy task, since online sales accounted for only 10% of Can-Am's total sales.

Not only our fans were entertained, they were actively shopping online!

Increase in Online Transactions 332%
Increase in Transactions ROI
Increase in 4-wheelers unit sales

Our consummer insights

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.

Introducing Can-Am Therapy

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.

Can-Am Therapy’s success was driven by the power of data



We first shared the launch video with our Can-Am fans only, via Youtube and our paid social platforms. To our surprise, over 7,000 fans called the famous number to hear the sound of their favorite car, and many even shared their imitation of a Can-Am engine hum. What started out as a joke became the real targeting engine of our campaign! This first step allowed Can-Am to build a whole new audience and identify a potential clientele for Can-Am accessories. As a result, we were able to expand our targeting pool, adding similar audiences most likely to be interested in longer video formats.


We were able to capture their attention through programmatic video placements by promoting DIY tutorials. It was important that the tutorials had the same style of humor as our launch video. But our aim wasn't just to make people laugh in these times of pandemic, it was to give them the tools to make us riders better mechanics at home. So we used the data we'd collected earlier to make sure the videos were related to the most popular and sought-after topics in ATV modification and maintenance.

Promotional Offers

And we didn't stop there! We pushed targeted promotional offers to users who had watched the tutorial videos. It was the very first time Can-Am had run a marketing campaign aimed solely at accessory sales on their website! When our North American dealerships reopened in the summer, we adapted our messages and intercepted consumers with video content, social and search engine advertising, depending on the reopenings and, above all, the level of inventory in our dealerships.

A succesful campaign

Festival of Media North America
Amplification of Content
Festival of Media North America
Prix Idéa
Integrated Campaign over 250k $
Prix Idéa

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We are steadfast in our belief that marketing and media creativity needs to be constantly redefined. Because we are emboldened by the ever-more meaningful, memorable and impactful connections this creates between a brand and its audiences. And most importantly, because it drives business success.