KAWASAKI MOTOR CORP
RETAIL PROGRAM

Kawaskai was missing the mark with its more niche-type consumers. Consequently, their presence in the dealership was buried by the competition’s more arresting and targeted communication. We honed in on the sub-categories that were getting lost in the shuffle and came up with multiple communication strategies aimed at specific subcultures within the overarching brand. Simply put, we started talking to real people who rode real bikes, watercrafts, and atvs—in their language. The results were ridiculous. Dealerships began demanding more pieces of collateral due to the overwhelming response from the visitors to their store. For the first time in 10+ years, Kawasaki had to reprint their dealer kits. Basically, the posters were getting stolen. How bad-ass is that?