2020 Winner

CASE SUMMARY

Challenges and Goals:
Since the glory days of motorcycle riding, the category has been in a state of a 10-year decline. In 2019, Bombardier Recreational Product’s Can-Am was set to launch a revolutionary new 3-wheel motorcycle that it hoped would reignite interest in the category and bring in a new breed of younger riders. The problem was this target saw 3-wheelers as old and undesirable.

The brand needed to showcase the Can-Am Ryker as a new way to ride for urban thrill-seekers and position the Ryker as a status symbol that spoke to this target’s sense of individuality.

Insights and Strategy:
BRP knew it was after a fun-loving, thrill-seeking group of individuals, but they are not a homogenous group. They are younger and more diverse. And for them, the open road represents a place to have fun and express who they are.

To connect with the individualistic spirit of these riders, the team landed on the galvanizing idea of “Ride Like No Other,” and set out to orchestrate a launch unlike any the category had ever seen.

Execution:
BRP kicked off the program with an exclusive social partnership with Migos, the most trendsetting rap group in the world. Through social pushes, PR initiatives, and exclusive licensing of a track, Migos helped the brand announce Ryker to its trendsetting audience in a way no traditional advertising could.

This partnership led to invaluable unpaid product placements, including a starring role in Cardi B and Offset’s hit music video “Clout,” being featured in Maluma’s music video “HP,” and being a part of Cardi B’s summer tour stage
show.

All of this amounted to 285+ million earned impressions, almost exclusively in entertainment channels that have never before covered a powersports launch. An influencer program with over a dozen hand-picked social lifestyle influencers from across North America helped demystify the idea of a 3-wheel vehicle among the brand’s target and showed how they “Ride Like No Other.”

For the first time it showed 3-wheel motorcycles in an aspirational light. All of these initiatives were supported with a full 360 paid campaign featuring OOH, digital, social, and a TV
spot which featured a track from Migos themselves. All together, the program has helped to launch Ryker in a way never before seen for a Can-Am product, and it has pivoted the conversation around what it means to ride 3-wheel.

Results
There was a 110% increase in Can-Am On-Road NA sales (vs. 2018, as of July 31) and a 6% increase in Ryker NA sales (vs. target, as of July 31). Thus far, Ryker, through tactical partnerships and cultural alignments, has been beyond successful in achieving its goal of sending shockwaves throughout culture, and is beginning to change perceptions of the entire 3-wheel category.

Credits

Agency: Anomaly
Holding Company: MDC Partners
Executive Creative Director: David Douglass, Pete Breton
Creative Director: Gary Westgate, Jamie Marcovitch
Art Director: Jordan Dunlop, Max Bingham, Jonathan Crandell
Copywriter: Ryan Chiasson, Brendan Scullion, Cam Garbutt
CEO: Franke Rodriguez
President/Managing Partner: Candace Borland
Group Account Director: Roy Gruia
Account Director: Thomas Gaylor
Account Supervisor: Jules Sylvestre
Account Coordinator: Carter Loupelle
Group Strategic Planner: Jonathan Daly
Junior Planner: Grady Peller
Social Strategists: Matt Stasoff
Agency Producers: Kali Kyriazis, Rob Murray, Danielle Zhang
Designer: Shawn Lambino

Photographer: Aaron Brimhall
Director of Photography: Luca Fantini
Director : Andrew Schneider
Production Company: Tiny Giant
Production Company Producer: JD Davison
Editing Company: Unreasonable Studios & REDLAB
Editor: Katrina Bolletta
Post Production Company: Unreasonable Studios
Retouching: Jeremy Thompson
Production Artist: Ian Darling
Sound Design Company: Boombox Sound

PR Agency: Praytell

Media Agencies: Touché Montreal, PHD Chicago

Experiential Agencies: Match MG Boulder, Warnert Promotions Group

Client: Bombardier Recreational Products
Brand: Can-Am On-Road
Senior Vice-President, Can-Am On-Road: Josee Perrault
Global Marketing Director, Can-Am On-Road: Julie Tourville
Global Marketing Manager, Can-Am On-Road: Martin Éthier
Global Marketing Manager, Can-Am On-Road: Janique Robert
Global Marketing Coordinator, Can-Am On-Road: Sophie Masse
Global Marketing Coordinator, Can-Am On-Road: Isabelle Morin
Global Marketing Coordinator, Can-Am On-Road: Evelyne Plante
Global Marketing Coordinator, Can-Am On-Road: Audrey Lopez-Media
Global Marketing, Events Coordinator, Can-Am On-Road: Sylvie Martel
Global Marketing, Content Coordinator, Can-Am On-Road: Marc-Olivier Drouin
Global Marketing Digital Coordinator, Can-Am On-Road: Solvej Houle-Bourassa