Kawasaki Motors

The client is one of the largest manufacturers of motorcycles in the world.

COUNTRY

  • South Africa

OBJECTIVE

The client was setting up dealerships as part of their entry into South Africa. Their primary objective was to generate engagement on various digital platforms surrounding the opening of Kawasaki dealerships around South Africa

STRATEGY AND EXECUTION

The entire launch plan revolved around the involvement of influencers in the South African market. Key influencers – including motorcycle journalists, travel bloggers and motorcycle groups – were identified and contacted.

Numerous rides were organized over a weekend, originating from each city where Kawasaki was setting up their dealership. The rides would begin at the dealership, travel around major landmarks in the city; pause for a lunch/discussion about Kawasaki Motors’ plan in South Africa, and end back at the dealership.

Influencers would cover the ride and their experience for their respective platforms. We were also required to monitor outcomes over a 2-month period following the event.

OUTCOME

  • Almost 190-influencers in 5-cities attended the event
  • Combined video views of 3.5million across all YouTube influencers
  • Targeted foot-traffic at dealerships exceeded by 4x