Yamaha - Grizzly
Category: Best in Show + Consumer Durables
Agency: Barnes, Catmur & Friends
Advertiser: Yamaha Motor NZ
Campaign: Yamaha Grizzly
Yamaha ATV Bikes were Stuck in a Very Deep Rut.
Yamaha's market share of ATV bikes, the most important motorbike category in New Zealand, was dismal (8%). The leaders were Suzuki (42%), and Honda (35%) (1). These market shares had remained consistent for years, so something truly exceptional was needed to get traction in the sceptical and conservative farming market.
Barnes, Catmur & Friends decided a new way of using media was necessary. It created a humorous television commercial designed to appeal to the cynical farming market.