2023 Winner

CASE SUMMARY

BRP is renowned for manufacturing top-notch all-terrain vehicles that are sought after by adventure enthusiasts. However, limited opportunities to ride and restricted accessibility to land open to their vehicles have impeded the company's growth potential across North America. To entice existing riders using a competitive vehicle to purchase a BRP for their next adventure, the brand had to explore new territories.

Urban sprawl and increased regulations around riding areas have curtailed land access for BRP riders in recent years, leading to a decline in off-road riding experiences. The off-road riding community has resorted to social media and group discussions to share new riding opportunities as new off-roading circuits become scarce. The brand identified an untapped opportunity to give riders the freedom to explore new lands, while landowners could rent their land to monetize their underutilized properties. Thus, Uncharted Playgrounds, an online booking system that connects riders to landowners, was born.

Uncharted Playgrounds' success was driven by a big idea supported by a precise media execution. The first step was to attain and populate the platform with exciting Uncharted Playgrounds by reaching out to landowners through a highly geo-targeted search and social campaigns across North America. The platform provides new lands to explore for riders and new revenue opportunities for landowners, resulting in a win-win situation.

Once Uncharted Playground was live with a variety of locations and lands to be discovered, the brand promoted it to riders to book their next adventure, using geographic filters to target riders within a 3-hour car ride from their location. The brand also leveraged awareness tactics with longer-form dynamic video content to promote the platform. In addition, they used lookalike and retargeting audiences to target specific engaged users to generate more bookings.

The platform provided invaluable data for optimizing BRP's always-on digital campaigns in programmatic, social, and search. They leveraged booking, engagement, and visitor data to adjust promotional offers regionally for riders to buy a new BRP vehicle. It also helped to identify high-potential markets for future
dealership development.

Uncharted Playgrounds was a game changer, with online bookings exceeding expectations, doubling the number of active regions in the platform, and increasing the number of converted users from the competition to BRP by 35.8% YoY. Moreover, the number of new entrants reached more than a fifth of their BRP sales, fueling a 40% increase in search volume and ultimately contributing to a general increase in sales for all BRP brands available in the platform regions. The strategy fueled by Uncharted Playgrounds also offered business insights to the global brand, ensuring efficient targeting towards highlighted performing demographics. After less than a year, the community expanded to new international markets, unlocking new sales opportunities and bringing more people
to the sport.

Credits

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BRP