2022 Winner

BRP produces world-class all-terrain vehicles for adventure seekers. Its biggest barrier to growth is the limited opportunities and accessibility to land, that consumers face across North America. To attract existing riders using a competitive vehicle to buy a BRP for their next purchase, the brand needed to explore new territories.

But for the last 20 years, the discussions about the environment have become more and more important. Global warming, pollution and forest fires are now part of everyday discussions. This important situation in addition to the rise of urban sprawl which limits land access led to stricter regulations around lands and riding areas. In some cases, it limited the creation of new
off-roading circuits.

Driven by the idea of discovering new kinds of experiences, off-road riders saw their level of excitement diminished. The possibility of being surprised by a new course was now a luxury. This tight-knit community quickly turned to social media and group discussions to share new riding opportunities. This is when the quest for available lands began.

As it was observing the community cooperating, helping each other find the perfect spot, it saw an untapped opportunity. What if people could rent their own land? Giving the opportunity to riders to have access to a multitude of experiences. Offering off-road fanatics, the authenticity of local lands that they would otherwise never have access to. What if off-road riders were no longer confined to their own piece of land and were given the freedom to discover someone else’s mud paradise for a day? For landowners, it could enable them to maximize the usage of their underutilized and sometimes underrated lands. A win-win situation.

This is when Uncharted Playgrounds was born.

Uncharted Playground is an online booking system that connects riders to landowners. Think Airbnb… but for off-road riders.

How does it work? Simple: The platform provides new lands to explore for riders and new revenue opportunities for landowners. A win-win.

Uncharted Playgrounds’ success was driven by the power of the big idea supported by a
precise media execution.

Find Lands:
Before even starting to establish contact with the riders, it had to find exciting lands for them to ride and play on. Through social educating content that explained the easiness of how the platform works while simultaneously sharing the existence of Uncharted Playgrounds, it managed to establish trust with landowners for them to sign up their lands. The goal was such, landowners are core riders at heart and want to be a part of the solution and offer access. Working in tandem with on-site BRP field managers, they targeted Off-Road fanatics with social placements while also using lists of
existing BRP owners.

Invite Riders:
Once they secured land accessibility, it was time to spread the good news to riders. With a multiple touchpoint campaign, it leveraged engaging placements to target specific areas where the playgrounds were located. To be relevant to riders and gain their trust it spoke to them in their own language while using its own content. On one end, it used awareness tactics with longer form dynamic video content to spread the news of the existence of this new easy booking platform across active states. In addition, it then leveraged lookalike and retargeting audiences to target specific already engaged users to generate bookings.

Optimize and Share:
Given that it had access to booking performance in real time, it was able to see which playgrounds had more leverage and optimize accordingly. Ultimately, it could offer business insights the global brand while the campaign was running to ensure that they were as efficient towards highlighted
performing demographics.

The off-roading community is one that is very passionate and loves enjoying some quality time with friends outside. To do so it needed the best performing vehicles in the category but they also needed lands and mud trails to ride on and explore their wild side. This is what Uncharted Playgrounds is offering; easy access to some of the greatest untouched potential. Landowners are helped to radiate towards a bigger scale and grow their own businesses and riders are offered a solution to an uprising issue. A win-win. This community can now thrive again with a simple click of a button. In the meantime, it ensures the sustainability of BRP to create an even larger beneficial arch for the even wider
BRP community.

Uncharted Playgrounds was a game changer. Since its launch, the number of online bookings increased by 56% while doubling the number of active regions in the platform. The number of available playgrounds increased twofold. The strategy fuelled by Uncharted Playgrounds contributed to an increase of 40% in search volume, and ultimately to an increase in general sales.

The number of converted users from the competition to BRP increased by 35.8% YoY.

The number of new entrants reached more than a fifth of their BRP sales.

The most impressive thing is that after less than a year, the community has already expanded to new international markets. Bringing more people to the sport, unlocking new sales opportunities.

Credits

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