Yamaha – Grizzly

Yamaha's market share of ATV bikes, the most important motorbike category in New Zealand, was dismal (just 8%), and the company was also suffering from poor product, price and perception ratings.

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....

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