Audrey LOPEZ

2019 - 2020 Can-Am Ryker Marketing Campaign

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.

Founded in 2008 and with offices near Paris and San Francisco, BulkyPix is a leading developer and publisher of videogames and apps.

With a catalog of 140+ games including such hits as MyBrute, Babel Rising, Aby Escape and Autumn Dynasty, BulkyPix is an established player in video game development for iOS, Android, Windows Phone, BlackBerry and PC/Mac, as well as connected TVs and digital distribution platforms like the Sony Entertainment Network and the Nintendo eShop.

BulkyPix also develops, produces and publishes games and apps for major brands (Véolia, Orange, Marmiton, Breitling, Samsung, Hachette, Siemens, Lagardère), communications agencies (Marcel - Groupe Publicis, Havas Worldwide), license holders (Les Editions Albert René, Adventure Line Productions, Téléimage, Fremantle, Effervescence, Imav, Alphanim,), and broadcasters (TF1, France Télévisions, M6), as well as public and cultural institutions/ associations (Le Louvre, Le Clos Lucé, Musée Fabre, la Fondation Charles de Gaulle).

http://www.bulkypix.com

RAIGI offers a wide range of epoxy and urethane
resins formulations for industrial applications.
RAIGI which has also developed expertise in supplies finished moulded products.

Research facilities and industrial plant, south of Paris, are organised to respond rapidly to customers needs in molding and formulation activities with competitiveness, quality and technological improvement capacity.

http://www.raigi.com

Marketing and Communication agency dedicated to Motorsports for the IT, New Technologies automotive sectors.
Brand and Image management specialist.
Sporting agent.

Since its creation in 1995 by Jean-Michel BOURESCHE, JMB RACING has gleaned 15 titles among which, Three Sports Prototype’s World Cups in 1998, 1999 and 2000, with a FERRARI 333 SP and a World Champion drivers’ title and the N-GT FIA 2001. A Team Title with a FERRARI 360 Modena N-GT.

The team was able to attain the highest levels of competition thanks to its attachment to the essential values of:

Passion, discipline, competence, motivation and commitment.

Today, the team possesses a rich human resources contingent which is composed of 30 qualified and extremely motivated collaborators. JMB RACING is affiliated with a cutting edge technical tool and top-of-the-line infrastructure of which any of the most successful teams would be proud. All this has allowed JMB RACING to be henceforth one of the teams of reference in the World of Endurance racing

http://www.jmbracing.com/

Experiential Marketing and Communication Agency specialized on IT, Entertainment, Luxury, Automotive sectors and Motorsports.

http://www.lasquadra.org