Campaign details

Brand: Can-Am On-Road Ryker
Brand owner: BRP
Lead agency: Touché!
Contributing agencies: Anomaly
Country: Mexico, North America
Industries: Motorcycles, bikes
Media channels: Content marketing, Events & experiential, Online video, Outdoor, out-of-home, Product placement, Social media, Virtual & augmented reality, Word of mouth, influencers
Budget: 10 - 20 million

Executive summary

Ten years ago, vehicle brand BRP introduced the Spyder, a three-wheeled motorcycle that quickly became a success with …riders aged 60-plus!

In 2019, faced with declining sales and a non-renewed consumer base, rejuvenating the Spyder brand became a matter of survival. BRP therefore launched the Ryker, an entry-level, three-wheeled vehicle.

In less than five months, the Ryker turned the industry on its head and now leads the three-wheeled category, ahead of Ducati and BMW. Year-on-year sales have increased by an astonishing 111% – quite an accomplishment, and in record time.

Market background and context