We were tasked with promoting the all-new 2020 KX™250 motorcycle. To drive home the point that KX historically is the motorcycle of choice for anyone serious about motocross, we used an amateur rider and a professional rider. We ultimately wanted to ladder up to the notion of “In order to be next, you have to ride the best”.
We worked closely with the Kawasaki Pro Circuit Racing team to come across as truly authentic. Our story was told entirely visually with minimal supers to show off the new features of the bike as well as our tagline. We used side-by-side shots to show the similarities and passion of both professional and amateur riders. We wanted to drive home that no matter where you are at in your career, the KX™250 motorcycle is the only choice for legends in the making.
Behind the Scenes
We spent 2 days shooting at Castillo Ranch on the coast of Central California. We casted Kawasaki rider Garrett Marchbanks and up-and-coming amateur Tristin Miller. We had a 2-man drone team, 4-man Camera A team, 2-man Camera B team, and we utilized a camera car with a Russian Arm. We utilized an Inspire 2 with XEN Muse X5 drone as well as Custom SX 8 camera that was attached to an aerial gimble. We also had Pro Circuit Racing team mechanics and coaches on the sidelines, totaling about 40 people on set. We aimed to shoot as much diverse and action-packed footage as we could so that we could create cut-downs for more content.
When we were concepting this campaign, we knew that we wanted to show the KX™250 motorcycle in both Supercross and outdoor track environments. We did this to show off the different capabilities of the motorcycle since both tracks are vastly different. We also used riders in different points in their career to inspire customers to “Be Next”.
We broadcasted the video in the Supercross circuit as well as the outdoor Motocross circuit. The photography we captured was used across Kawasaki.com to highlight top vehicle features, social media posts, and Kawasaki Ad Planner for dealers to utilize. We also created cut-downs to sustain the campaign through its entire lifecycle.
Since the KX™250 motorcycle was a complete redesign, we wanted to create a hub where customers could learn about all the tech in one place. We wanted it to be a space where customers could gather as much detail as possible to make a purchasing decision. Ultimately, these customers were already far down the purchase funnel, so our goal was to make this page as clean and interactive as possible to drive them to contact a dealer and make a purchase.
Initially, we wanted to blast out the campaign to as large of an audience as we could. After the initial launch, we spent a great deal of time nurturing the campaign long-term with sustaining content. We leveraged slow-motion shots, drone shots, behind the scenes content, Instagram stories, organic social, paid promotion, retargeting efforts, YouTube, and more. We wanted to be top of mind as much as possible for customers in order to drive them to the website to locate their nearest dealer.
Facebook Canvas was an integral tool in helping us educate our customers about the total redesign and features of the all-new KX™250 motorcycle. It was a way for us to find customers who were interested and deliver an interactive experience that would ultimately drive them to the website and contact a dealer.
Although digital is a massive tool for us when it comes to educating our customers, physical brochures are a huge advantage on the dealer level. Our brochure gave dealers a rundown of all the features and tech needed to educate the customer face to face and ultimately drive home the sale.