Sea-Doo Case Study

sea_dooBusiness to Consumer (Brand Building)

Sea-Doo is a division of Bombardier Corporation which also has Ski-Doo, Challenger, Lynx and Evinrude brands. With a heritage in the airline manufacturing industry, Bombardier has committed itself to providing the highest quality products in the powersports industry.

Sea-Doo is now known offering a slew of firsts for watercraft: the first and only on-water braking system, the first true suspension system on a watercraft, a stepped hull design, and true neutral. It’s also got the most advanced throttle control ever on a watercraft, all packaged with our legendary BRP Rotax® engine specifically designed for marine use.  But in the middle 90s, Sea-Doo was a distant third to Kawasaki who was credited with inventing the category coined “Jet Skis” and from Yamaha who had a rich heritage in the marine business through its outboard engine market. Sea-Doo was a very distant third in the market and in search of an identity.

The agency worked hand in hand with the client to develop an overall strategic plan, key messaging and positioning, and finally implementing unexpected advertising, sales materials and sales training in two different languages. The close relationship between client and agency resulted in a jump in marketshare by over 30 percentage points in less than three years. Sales tripled in three years in which Sea-Doo became the market leader in watercraft and jet boats.

 

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