Challenge:
In the competitive automotive industry where customers were demanding and expecting higher CC models, Yamaha was facing a problem in solely marketing their 125cc motorcycles.
In the competitive automotive industry where customers were demanding and expecting higher CC models, Yamaha was facing a problem in solely marketing their 125cc motorcycles.
We wanted to transform the audience’s perception about Yamaha’s 125cc motorcycles into a higher CC category, a demand that has always been voiced by Yamaha fans, by grabbing the opportunity of a new color’s launch: “Night Fluo”. We generated excitement by associating the model with the personas of “Night Riders”, effectively establishing the new color by leveraging the MT series “auto award winning color”.
Night Fluo stood out in the market, not just as a new color but as an entirely new model. The launch campaign created a strong brand recall. Sales of YBR 125G increased, ultimately resulting in the limted edition getting completely sold out.