It’s Kawasaki’s biggest sale of the year. And with 278 deliverables, the GTSE campaign is one of our biggest projects of the year. We deployed a comprehensive campaign to support all levels of the sales funnel, from awareness to intent. To accomplish this, we developed a comprehensive custom content strategy that hyper-targeted consumers by vehicle segment via an omni-channel approach.
This strategy demanded ~a lot~ of content. Instead of hitting users with generic sales messaging, we’d engage consumers with brand-, model-, and deal-specific content. For example, a user that showed interest in a Teryx® KRX™ 1000 would be targeted through programmatic advertising with an offer for $1,500 in savings featuring ambassador Steve Austin on a Teryx KRX 1000. Specific remarketing and retargeting tactics produced remarkable results.
At the end of the campaign, quality lead generation was up 31% compared to the previous year.
The 2019 KX™450 boasted the latest in modern technology, so we designed a modern cross-browser interactive experience to match. To pull off a fast-loading and responsive experience, our design team used a game engine that pushes WebGL and custom shaders to the limits. The result was a completely immersive 3D parallax experience. When all was said and done, the KX450 model page was as smooth and fast as the bike itself.
With 278 deliverables—each one featuring specialized messaging—going out over the span of the 6-month campaign, a consistent look and feel was crucial. Our key visuals stood strong as bold blueprints for every asset that left the door. Every video, print ad, point-of-purchase asset—you name it.
Kawasaki’s industry-leading lineup of side x sides deserves its own world. And being world-makers, we knew exactly where to begin: a fully immersive, interactive, VR-ready world. Our design team custom-built the entire online experience utilizing WebGL and GLSL for responsive, seamless interaction. When users entered the realm of MULE, they could explore models, brush up on their MULE history via an interactive timeline, and watch rich content via a custom video player.
Through extensive research, we found that most customers were searching for Kawasaki products at a sub-brand level, not at the specific trim level. Our solution was to create one wholistic experience. This demanded two initiatives: moving product features to the product home page, and making a solid, scalable template. Implementing this new platform across all models directly led to a more intuitive user experience, while hosting the bulk of the product information in one place drove in more organic traffic from Google. That’s a win-win.