Livin' the Land

Fist of all, Can-Am does not have its own dealer network. Gathering primary data from our consumers is therefore a major challenge. One that we could meet with an innovative content strategy.

Secondly, Can-Am's consumer base is extremely varied, ranging from thrill-seekers and families looking for adventure in the great outdoors, to hunters and fishermen, and farmers in need of a vehicle that will support them in their work. As far as farmers are concerned, the recreational products industry has always had a bad habit of stereotyping their image and using clichéd advertising messages. Specifically for Can-Am, farmers are the consumers with the lowest levels of awareness and familiarity. Well, here's our opportunity to raise those metrics!

The strategy was to connect emotionally with these farmers, but in an authentic way, and to infiltrate media contextual to the farming community. To do this, we had to stand out and really innovate in our approach. That's what prompted us to launch the Livin' the Land content series, featuring heroes of the land and inspirational characters for this community. The watchword here was "real". Everything had to be authentic, and convey the beauty, but also the harshness, of the lifestyle of working with the land.

Distributing this content to farmers was no mean feat. Farmers represent only 2% of the North American population, their media consumption is highly specific, and the number of specialized publications aimed at this niche is in freefall.