Yamaha - Grizzly
Category: Best in Show + Consumer DurablesAgency: Barnes, Catmur & FriendsAdvertiser: Yamaha Motor NZCampaign: Yamaha Grizzly
SUMMARY
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....