A fully-integrated launch campaign for the legendary new Suzuki KATANA, reborn for 2020.
My team and I crafted a sharp and futuristic campaign that delivered on four main fronts:
• Sharpen the Katana’s appeal to younger audiences
• Capture the nostalgia felt by older audiences
• Make a splash in a cutthroat market
• Reinforce Suzuki’s positioning as a trendsetter of motorcycle design and technology
The new Katana cuts to the future, leaving the status quo behind. With that as my guiding mindset, I devised a campaign that pierced straight through to the heart of what it meant to command the 2020 Katana: Cut Ahead.
"CUT AHEAD" Flagship Campaign Spot
THE MOBILE COMPONENT
I spearheaded the UX content strategy and development of an interactive KATANA experience featured on Ultimate Motorcycling's mobile app.
MAIN PRINT COMPONENT
One of several print ad permutations that ran across several endemic and lifestyle publications – including the official Super Bowl LIV Game Program.
So technically… that means I have a Super Bowl spot under my belt.
ONGOING DIGITAL COMPONENTS
We created waves of digital banners and social content as the campaign progressed.
Results
• 154% Increase in awareness (across all ages of riders)
• 184% higher sales among ages 18-24
• 53% higher sales among ages 25-34