Polaris Industries Promo, Case study POP-UP STORE by The Integer Group

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Industry Motorcycles
Media Promo & PR, Case study
Market United States
Agency The Integer Group
Creative Director John Marquis
Art Director Austin Lane, Jon Miller
Copywriter Mark Hertweck
Account Supervisor Sarah Plotnik
Released April 2009

Credits & Description

Category: Best Use of Integrated Media
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: THE INTEGER GROUP, Lakewood, USA
Vice President Media: Sharon Boddie (The Integer Group)
Associate Media Director: Mary Katherine Woltz (The Integer Group)
Associate Media Director: Darcy Barnes (The Integer Group)
Media Director: Pam Taylor (The Integer Group)
Media Planner/Buyer: Kelly Moriarty (The Integer Group)
Assistant Media Planner/Buyer: Haley Harding (The Integer Group)
Art Director: Austin Lane (The Integer Group)
Copywriter: Mark Hertweck (The Integer Group)
Art Director: Jon Miller (The Integer Group)
Group Account Director: Mike Manion (The Integer Group)
Account Supervisor: Sarah Plotnik (The Integer Group)
Creative Director: John Marquis (The Integer Group)
Media placement: Radio Campaign – 4 Spots - Cox Radio Of Atlanta: 97.1 The River, Classic Hits, AM750 News/Talk; Clear Chann - 13/04/2009
Media placement: Mobile Billboards (Victory Motorcycles In Plexi-Glass Boxes Placed On Trucks) - High Traffic Urban Areas Nearby Pop-Up Retail Store Locations - 20/04/2009
Media placement: Online Campaign – Geographically Targeted Banners - Weatherbug, Internet Broadcasting Local News Sites - 20/04/2009
Media placement: Live Radio Events - Cox Radio Of Atlanta: 97.1 The River, Classic Hits, AM750 News/Talk; Clear Chann - 02/05/2009
Media placement: Ambient (Escalator Wrap) - Cumberland Mall Of Atlanta - 04/05/2009
Media placement: Retail (Floor Decals, Window And Door Clings) - Cumberland Mall Of Atlanta - 04/05/2009

Results and Effectiveness
Victory dealers were inundated with riders requesting test rides. Both sales and market share had dramatic increases: • 64% increase in Atlanta market share from March to May - Sales were 20% over goal • 50% increase in Dallas market share from March to May - Sales were 17% over goal

Creative Execution
The ‘pop-up’ retail locations were placed in an urban mall in Atlanta and inside a major downtown arena in Dallas. We deployed a place-based integrated media campaign using outdoor, radio, ambient, retail and online media. Victory motorcycles were displayed within plexiglass boxes placed on trucks, which drove around high traffic urban areas nearby the pop-up retail store locations. We worked directly with the mall owner to deliver a media-first for them in taking over the escalators leading up to the Victory pop-up store with high impact creative, which read “Taking the American Motorcycle to the Next Level”, marrying the medium with the message. We also created floor decals, window, and door clings to drive foot traffic. Live radio events with local DJ personalities and geographically targeted online media drove listeners to the Victory locations.

Insights, Strategy & the Idea
Test rides are the number one selling tool for Victory motorcycles. However, the majority of Victory dealers are located in rural locations, whereas the buyers are city-dwellers. Harley Davidson is the category leader and biggest competitor, with dealerships in prime urban real estate with high foot traffic. To give our target motorcycle enthusiasts more opportunities to discover and ride Victory motorcycles we developed the idea of bringing the Victory bike to the riders. “Pop-up retail stores” were created – mobile Victory bike stores in key urban high traffic areas where riders could engage and interact with the bike. Bikes were physically displayed, along with specialists to answer riders’ questions, kiosks giving a detailed tour of the current product lines, test ride sign up, and Victory dealer locations. Campaign objectives were to increase test rides in order to drive sales and market share for local dealers.