CAN-AM — NEVER HOME CREATIVE

for OVER 2 years, we’ve been invited back to the table TO help CONCEPT Multiple omni-channel campaigns, content SERIES & social mandates uniting a community with a love of playing dirty…

Role: Strategy - Concept Development - Scripts - Copywriting - Art Direction

Key Deliverables: Omni-Channel Campaigns - Brand Films - Content Episodes & Series Concepts - Social Campaigns

CASE STUDY

CAN-AM off-road: 2022 global brand film

THE ASK:

“Concept & produce a global film capturing the lifestyles of real Can-Am riders - a community of individuals living a modern Off-Road way of life on their own terms, yet all united by a love for dirt. From recreational racers to working farmers, the film must inject new life & grit into the global brand strategy & tagline: OFF-ROAD LIVIN’

INSIGHT:

With so many Can-Am riders across the US all riding for their own reasons, as each day throws up a different, unexpected thrill or challenge, we tapped into the bigger emotional truth that one of the main pulls of ‘loving an off-road life’ is that riders ‘never live the same day twice’. Successful testing of this insight further revealed that these unexpected days are how riders & farmers ‘truly find themselves’ & how they know they are living their true selves.

SOLUTION:

To remain authentic & capture the real personalities of riders in their real worlds, we knew we couldn’t rely on acting or dialogue to carry our message.

MUSIC: We set out on an extensive musical research journey to find an engaging & unifying track with lyrics that would embody our insight, leading us to MARION BLACK’S 2004 WHO KNOWS WHAT TOMORROW WILL BRING

MESSAGING: In a further nod to the insight of riders ‘truly finding themselves’ & tapping into the escapism that comes with venturing into locations with no cell signal, we added the super: OUT HERE, YOU DON’T NEED A MAP TO FIND YOURSELF. This answered the client request to inject a new meaning to the ‘OFF-ROAD LIVIN’ global tagline.

All of which resulted in the film generating OVER 9 MILLION VIEWS on You Tube alone & further views in paid media.

CAN-AM off-road: 2022 global brand film

CAN-AM EMEA CAMPAIGN: ONLY MY CAN-AM CAN

THE ASK:

“As a premium, Canadian-made utility & recreational vehicle, in Europe, Can-Am faces extremely low brand awareness & lower-priced competition. We require a consistent social content campaign theme focussed on aiding brand awareness while also highlighting Can-Am’s longer-term value & wider choice of accessories to justify our premium price point”

INSIGHT:

Our strategic thinking led us to the insight that the true value of an off-road vehicle isn’t just in the number of km’s, but in the number of jobs it gets done and the number of times it won’t let you down. So when your work or pleasure depends on it, the long term value of reliability is priceless.

But how to use Can-Am EMEA ambassadors in the 4 key markets of UK, GERMANY, SWEDEN & FINLAND to not only back up this insight but prove the dependability & reliability of a CAN-AM out there in the field, in real life situations?

THE SOLUTION:

To solve the brand awareness challenge, we created the overarching, umbrella concept & tagline ONLY MY CAN-AM CAN. This put the brand name front & centre within a flexible campaign framework that allowed for consistent, branded messaging while also letting ambassadors prove reliability in a number of tasks their vehicle performs.

This concept also allowed the executions to focus on the different work & play realities across different European climates and terrains to prove the brand’s value in each market.