2019 Winner
BRP Can-Am On-Road
A Ride Like No Other
Touché!
BronzeNiche Marketing - Best in Niche Targeting
When the three-wheeled Can-Am Spyder was introduced to the market 10 years ago, it was an instant hit – among the retiree set. With slumping sales in 2019, the company needed to demonstrate that it’s new model, the Ryker, was anything but Grandpa’s Sunday ride. To do so, the brand treated the launch like a sneaker drop, using influencers, private events and creative OOH to engage potential customers. It created pop-up shops, ride demos, an AR experience, and it enlisted the megawatt influence of A-listers Cardi B, Migos and Maluma, who each incorporated the speedy ride in music videos, which was amplified on social. In just five months the effort earned 1.1 billion impressions, lowered the average consumer’s age by 27% and took the lead over competitors Ducati and BMW.
Credits
Client credits: Can-Am On-Road
Josee Perrault - Senior Vice-President, Can-Am
On-Road
Julie Tourville - Global Marketing Director, Can-Am
On-Road
Martin Éthier - Global Marketing Manager, Can-Am
On-Road
Janique Robert - Global Marketing Manager,
Can-Am On-Road
Sophie Masse - Global Marketing Coordinator,
Can-Am On-Road
Isabelle Morin - Global Marketing Coordinator,
Can-Am On-Road
Evelyne Plante - Global Marketing Coordinator,
Can-Am On-Road
Audrey Lopez-Media - Global Marketing
Coordinator, Can-Am On-Road
Sylvie Martel - Global Marketing, Events
Coordinator, Can-Am On-Road
Marc-Olivier Drouin - Global Marketing, Content
Coordinator, Can-Am On-Road
Solvej Houle-Bourassa - Global Marketing Digital
Coordinator, Can-Am On-Road
Media agency credits: Touché!
Frederic B. Mercier – Strategist NA
Marc-Antoine Grenier – Associate Vice-President NA
Isabelle Lafrenière – Group Director NA
Melanie Baillargeon –Strategy Supervisor NA
Fanie Auclair – Assistant Strategist NA
Jacob Kochis – Group Director US
Megan Fechner – Strategist US
Angela Griffin – Assistant Strategist US
Anais Tessier – Senior Analyst
Dany Pedneault – Performance Lead
Ilya Daftari – Director social, search & programmatic
Emilie Bertrand – Supervisor social, search & programmatic
Kevin Macquet – Paid search supervisor
Guillaume Duhamel – Social supervisor
Maya Safah – Paid Search Strategy
Mario Guardado – Social Strategist
Adrien Lallemand – Paid Search Assistant Strategist
Michel Jalbout – Social assistant Strategist
Caroline Szwagrzyk – Programmatic Supervisor
Odile Chalhoub – Senior Trader
Creation Agency credits: Anomaly
Executive Creative Director : David Douglass
Creative Director : Gary Westgate, Jamie Marcovitch
Art Director Jordan Dunlop, Max Bingham, Jonathan Crandell
Copywriter : Ryan Chiasson, Brendan Scullion, Cam Garbutt
Managing Director : Candace Borland
Group Account Director : Roy Gruia
Account Director : Thomas Gaylor
Account Supervisor : Jules Sylvestre
Account Coordinator : Carter Loupelle
Group Strategic Planner: Jonathan Daly
Junior Planner : Grady Peller
Social Strategists : Matt Stasoff
Agency Producers : Kali Kyriazis, Rob Murray. Danielle Zhang
Designer : Shawn Lambino
Production Credits
Photographer : Aaron Brimhall
Director of Photography : Luca Fantini
Director : Andrew Schneider
Production Company: Tiny Giant
Production Company : Producer JD Davison
Editing Company: Unreasonable Studios & REDLAB
Editor K: atrina Bolletta
Post Production Company : Unreasonable Studios
Retouching : Jeremy Thompson
Production Artist : Ian Darling
Sound Design Company : Boombox Sound
Public Relations Credits : Praytell
Andy First - Account Strategy Supervisor, Praytell
Katie Siff - Director, Creative Strategy, Praytell
Meir Sabbagh - Supervisor, Media Strategy, Praytell
Rhea Woods - VP, Influencer Marketing, Praytell
Greg Scavuzzo - Director, Influencer Marketing, Praytell
Andrew Herrera - Account Strategy Supervisor, Praytell
Sydney Farrar - Account Strategist, Praytell