Brief
Monet+Associés pitched to work with three brands owned by Canadian group BRP: Sea-Doo seascooters, Evinrude outdoor engines, and Can-Am On-Road with the Spyder model. The agency’s mission: consolidate BRP’s leading position in the recreational product sector, lifestyle the brand’s image, and drive product sales.
Client: BRP
DISCIPLINES:
Events
Influencers
public relations
Year: 2018
Reponse
Our first response was to seek out a new target group of influencers to reach a younger client base – and thus create content with a stronger lifestyle vibe for BRP’s brands. Our support also focused on core-target specialist media in watersports and cars/motorbikes, where BRP needed to consolidate awareness. To do this, the agency leveraged the market’s unmissable events: the Cannes Yachting Festival, Paris Boat Show and Paris Motor Show.
PRESS TRIP: “BANDE DE RIDERS Passionnés”
To lifestyle the brand, the agency ran a bespoke press trip for selected influencers to live BRP’s “Band of Passionate Riders” experience with Sea-Doo and Evinrude: three days on the French Riviera to test the products, with big riding thrills and in conjunction with environmental charity Un Océan de Vie. The objective: unite a community of influencers around the brands’ values. Influencer-created content was a new departure for BRP. The campaign generated more than 60,000 engagements and reached nearly a million people on social media.
Cannes Yachting Festival
In partnership with outboard engine maker Evinrude, lconCraft launched its first-ever dayboat model at the Cannes Yachting Festival. The idea was to publicise the IconCraft 24 but also the tie-up with Evinrude. The results? 26 media clips, 7 interviews arranged, and the Evinrude brand highlighted in 90% of the articles published about the IconCraft 24.
LAUNCH OF Can-Am Ryker
The new model by the Can-Am On-Road brand was launched at the Paris Motor Show. The aim was to stand out among all the market players with an event given intense media coverage, but no chance to test-drive the new model on site. The challenge was met: the specialist-media journalists can’t wait to take part in the European test drive days in March 2019.
Results
147
MEDIA CLIPS
179 MILLION
TOUCHPOINTS (TOTAL AUDIENCE)
0,22
CPM (COST PER MILLE)
x8,6
AMOUNT INVESTED IN EAV