When we were tasked with launching three new KLX® motorcycles, we decided to inspire potential customers by capturing the pure fun spirit of these models. With the “Get Out And Play” campaign we set out to establish a positioning, not only for the three new models, but for the entire KLX brand. “Get Out And Play” was a natural fit under the Kawasaki “Good Times” umbrella and became an invitation to turn your backyard trails into the ultimate playground.
We shot the KLX® video in a beautiful winery in Central California. During this shoot, the environment was almost as important as the bikes. We introduced the fun factor of the bikes through the environment instead of going to a random off-road trail. From the music to the shots, every production decision we made needed to communicate fun.
Behind the Scenes
Even though the location was scenic, the terrain was extremely rough and rugged. Which is why we custom built an off-road Teryx® arm car for filming since a full-size arm car would not be able to navigate the terrain. Our regular equipment also took a beating on this shoot but we were able to overcome and get the shots we needed with multiple camera crews, a drone team and production staff.
Since this was the first line expansion for KLX® in a long time, we wanted to treat the trio of new bikes as a “pack” that featured the KLX®250R and KLX®300R trail-only bikes as well as the KLX®230 dual-sport (trail and street) bike. However, it was also important for us to introduce them separately to give each model its own spotlight before they came together as members of the same family. This also helped us stay authentic to the demographic as off-road riders typically ride as a pack.
We wanted to come across approachable and fun with this spot by showcasing the feeling of getting off the grid to simply have some fun with the ability to go where you want to go. We launched the video on TV during Supercross and also uploaded it to YouTube, Facebook, and Instagram.
Even though the bikes were launched together, we wanted to give them their own individual spotlight on Kawasaki.com. Since customers would already be familiar with the KLX® launch, web was the place where they could really dive deep into the features and tech of each individual bike. Ultimately leading them to reach out to a dealer and make an informed decision of which bike to purchase.
When the trio of bikes launched, we blasted social media with the full-length spot to create buzz. However, we wanted to create sustaining content to stay top-of-mind for customers considering buying a recreational bike. We created tons of cutdowns and posted them strategically through Instagram Stories, Organic Social, Paid Promotion, Retargeting efforts, and more. We also did a small UGC campaign asking customers to submit photos of them having fun on their KLX® motorcycle. The goal was to drive customers to contact their nearest dealer.
Our printed brochures are a huge tool on the dealer level. They provide all the information needed for sales to properly educate and sell the new line of KLX® and it’s also a way for customers to take home information to shape a purchase decision.