Victory Promo, Case study FUELING IT VICTORY by The Integer Group

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FUELING IT VICTORY

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Industry Motorcycles
Media Promo & PR, Case study
Market United States
Agency The Integer Group
Associate Creative Director Scott Johnson
Creative Director John Marquis
Art Director Austin Lane
Account Supervisor Julie Hemze
Released March 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: VICTORY MOTORCYCLES
Product/Service: MOTORCYCLES
Agency: THE INTEGER GROUP
Date of First Appearance: Mar 1 2010
Entrant Company: THE INTEGER GROUP, Lakewood, USA
Vice President of Media: Sharon Boddie (The Integer Group)
Vice President of Account Leadership: Mike Manion (The Integer Group)
Associate Media Director of Planning: Mary Katherine Woltz (The Integer Group)
Associate Media Director of Buying: Darcy Barnes (The Integer Group)
Creative Director: John Marquis (The Integer Group)
I&S Director: Jamie Webb (The Integer Group)
Associate Creative Director: Scott Johnson (The Integer Group)
Media Supervisor: Joel Grabbois (The Integer Group)
Media Planner: Kelly Moriarty (The Integer Group)
Assistant Media Planner: Alex Rawal (The Integer Group)
Assistant Media Buyer: Ali Rehnberg (The Integer Group)
Art Director: Austin Lane (The Integer Group)
Integrated Content Production Director: Robert Stocking (The Integer Group)
Associate Art Director: Nathan Downey (The Integer Group)
Account Supervisor: Julie Hemze (The Integer Group)
Media placement: Ad Network Online Media Campaign - Behavioural, Creative, Retargeting Campaigns On Multiple Ad Networks, Scanscout, - March 1, 2010
Media placement: Online Media Campaign - Flash And Rich Media - Motorcycle.com, Motorcyclist.com, Cycle World.com - March 1, 2010
Media placement: Interactive TV Campaign - 2 Spots - Satellite And Cable TV, Sports (ESPN/ESPN2/NFL) And Men's Programming (AMC, Disc - March 8, 2010
Media placement: Print Campaign - 1 Ad - American Iron, American Motorcyclist, Hot Bike, Cycle World, Motorcycle Cruiser, - March 1, 2010
Media placement: Mobile Campaign - Quattro - April 1 2010

Insights, Strategy & the Idea
After its 9th year of stagnant sales, Victory motorcycles was determined to establish growth or throw in the towel. As the self-proclaimed “New American Motorcycle”, Victory was inadvertently emulating Harley Davidson’s identity and brash, lifestyle-oriented culture. Problem was every motorcycle manufacturer was too, which resulted in a sea of sameness of communications.
Digging deep into Victory owners, we discovered that despite the lifestyle/cultural messaging and media, they had a very different relationship with Victory motorcycles. We uncovered that what truly motivates them has nothing to do with leather or biker bars; it is their insatiable appetite for the high-performance, on-bike, visceral riding experience. Re-awakening the core value of Victory’s brand – an obsession with enhancing the riding experience – we set out to communicate that Victory shares this rider’s passion for the riding experience and is the one brand that never stops fuelling it.

Creative Execution
“Fuel it” became the brand’s mantra, but Victory couldn’t just say it, they had to live it. Capitalizing on every audience engagement to emotionally connect with our audience’s passion for the riding experience, we broke through the lifestyle-oriented conventions.

We were the first in the industry to utilize interactiveTV - allowing viewers to locate dealers, request brochures, chat with other riders, watch videos and get brand updates via Twitter and Facebook.

Very targeted online and mobile experiences allowed “Motorcycle Enthusiasts” to instantly interact with bikes and schedule test rides.
Ads were placed in the middle of motorcycle magazine articles; speaking to riders at the very moment they were fuelling their obsession.
Traditional brochures and print ads were turned into multimedia experiences –snap tags allowed riders to engage with pictures, videos, and exclusive behind-the-scenes footage.
Engaging consumers’ passion for riding contributed to separating ourselves from the pack.

Results and Effectiveness
The campaign delivered over 2,000,000 consumers who engaged with our campaign. InteractiveTV surpassed goals by 60% with over 27,000 brochure requests and an average of 7 minutes watching videos on the dedicated channel.
Online produced close to 500,000 engagements alone which had a direct impact on converting online visitors to schedule a test ride, which led to a 193% increase in sign ups. Video units delivered 5,113,656 total minutes of view time.

Victory Motorcycles has experienced double digit sales increases every month since “Fuel it” launch, posting a record 22% overall increase in sales while the industry was down -12%.