Campaign details
Brand: Can-AmBrand owner: BRPEntrant company: Touché!, MontréalMarket: CanadaSector: Motorcycles, bikesMedia channels: Public relations, Sales promotion, Social mediaBudget: Up to 500k
Executive summary
The motorcycle industry has seen declining sales, as the core customer ages out of riding, and new riders sign up at a progressively lower rate. For Can-Am to be successful in growing the 3-wheel category we needed new riders. Women are critical to this mission and represent one the fastest-growing new rider segments.
For centuries, the industry's positioning has been as an experience...