It’s Time the Spark Got it’s Shine
The Ask: Increase opinions of Sea-Doo Spark models
While Sea-Doo is a well known and trusted brand of Jet Skis, their Spark models (the lower cost, entry level models) have struggled with their reputation
They had a big redesign around 2016 which somewhat helped shift opinions, but overall the models have still been unable to find their footing in comparison to other Sea-Doo models and the competition
Methodology
Social listening
Understand how users feel about the product in general
Analyze what audiences enjoyed, what they disliked, and what type of person are they recommending the product to
Literature review
Understand the connection between age, gender, and average risk taking propensity
Get a deeper understanding of the ever growing “quarter life crisis” seen in the younger generations
Not Broken, Just Misunderstood
Sea-Doo Spark models are not known as the most reliable or stable of models
This problem was massively influencing the current target’s opinion of the Sea-Doo Spark models
This target was not differentiated enough from the usual Sea-Doo target. They are used to some reliability issues that come with Sea-Doo’s focus on tech, but these models had neither reliability nor tech
We realized that that we could not fix this problem, so we looked to refocus the audience to one that the problem would not bother
The (new) Target
Middle class men in their late 20s/early 30s looking to escape the daily grind
A Little Bit of Money and a Whole Lot of Doubt
The Insight: Men at this age are looking for new adventures in order to escape their ruts
This demographic is experiencing a quarter life crisis
They feel as though they lack freedom, they are doubting their career, and they are feeling the pressure of settling down, all leading to them feeling like they are in a rut
While this is true regardless of gender, for men specifically, the effects are amplified as they are at their highest propensity for risk taking
This risk taking propensity peaks around 25-26 for men before slowly leveling off as they reach their mid 30s
For women, their risk taking propensity tends to peak earlier in life before quickly dying down. This means that men seek out risk and are at a point in life where they are starting to have more disposable income
These two factors to make men genuinely seek out new and more adventurous risks in order to escape their perceived ruts
Risk taking propensity peaks around age 25-26 for American men
Who Said Safe Was Fun?
The Strategy: Sea-Doo is the dare you should embrace
This idea of embracing risk seems like a no brainer. But right now, all the competition is moving away from this messaging
This is largely because the entire extreme sports category was focusing on this messaging, so they moved away to differentiate themselves
This however now means that nobody is putting a true focus on this messaging, and that this audience has nobody appealing to their needs and wants
There’s No Slack Channels Out at Sea
Creative Campaign/Activation: Sea-Doo Spark Sea-Derby 8000
To accompany this change of target, we propose hosting an experiential obstacle course in NYC that highlights how this product’s unique capabilities can break the target free from land-based obligations. This derby is designed to:
Give New Yorkers an opportunity to escape their pervasive rise and grind culture
Give them a hands on experience with Sea-Doo Spark to show off all the capabilities of the vehicle in a short time
Remind them that their will always be opportunities in life for adventure, while associating Sea-Doo Spark’s with this idea of freedom, adventure, and excitement
Creative Outputs
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Sea-Derby 8000 Logo
What it is: The Sea-Derby 8000 is an experiential obstacle course to be livestreamed across multiple platforms online
Why it works: This course highlights how the Sea-Doo Spark’s unique capabilities can break the target free from land-based obligations
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Sea-Derby 8000 Track
What it is: Here is the Sea-Derby 8000 mapped out at Pier I at the real life location of Riverside Park South, New York.
Why it works: This course is placed in an area of high foot traffic for prime exposure, meaning plenty of New Yorkers will see it on their daily commutes and travels.
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Experiential Mockup
What it is: This is generally how we imagined the Sea-Derby 8000 looking. Featuring haunting statue reminders of what you are escaping on land, as well as tentacles to dodge for added challenge
Why it works: While it would be fun without these statues, they are specifically there in order to hammer home the idea that with a Sea-Doo Spark out here on the open water, you have the power to avoid and escape these things
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Experiential Mockup 2
What it is: Of course a jet ski derby would not be complete without a jump. The real jump would likely be much smaller than this mockup in order to meet regulations
Why it works: A conclusion with you literally jumping the shark, shown as a statue of a shark boss, yet again reminds you of what you escape out on the water as well as provides an experience and thrill that the vast majority of attendants likely never have had
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Subway OOH
What it is: Mockups of OOH to promote the derby that would be placed in the subway
Why it works: Given that we are aiming to target those feeling stuck in life and at work, capturing their attention on the way to work is a prime way to do this
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Bus OOH
What it is: Another OOH placement, this time on the sides of buses roaming the streets
Why it works: While many New Yorkers take the subway, a lot also walk to work or drive, thus this is anotehr way to capture attentions on their commutes
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Window Washer "Billboard"
What it is: We are planning to work with independent window washing contractors to act as living billboards, as seen here
What it does: We promoted to them on the way to and from work, now this is meant to do so directly at work in NYC’s copious amounts of office buildings
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Social Landlocked Challenge
What it is: Simple social challenge to be held on short form video platforms to garner UGC and spread hype for the Sea-Derby 8000
Why it works: Everything is happening on short form platforms these days, and consumers much prefer UGC, as such this would be done at the start of our campaign to draw some word of mouth and get some attention on the event
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Create Timeline
What it is: Here is how we picture the campaign playing out from the beginning to the experience itself
Why it works: With this plan, we aim to capture attention before, during, and after the event through various methods and mediums in order to truly convince this new target demographic that this is a product for them
