Dir.-Global Brand Comm.
Global Brand Mgr.
Digital Initiatives Leader
U.S. Mktg. Dir.
Canada Mktg. Dir
Super. Cultural Anthropologist
Sr. Interactive Project Mgr.
BOMBARDIER RECREATIONAL PRODUCTS
Dick Palmersheim VP-Mktg.
Sr. VP-Group Acct. Dir.
Sr. Acct. Exec.
VP-Group Media Dir.
Assoc. Media Dir.
Interactive Art Dir.
WHY WE PLAY
While the competition was heavily outspending Nike Bauer with ad
campaigns that put pro players on pedestals, Nike Bauer instead built a
movement for itself that began with a six-week immersion into the lives
of hockey players at all levels through the agency’s brand
anthropology group. The result: a fresh, holistic effort that connected
with the brand community on a level they could relate with and
established Nike Bauer as the one hockey brand that truly understands
“Why Players Play.”
SPEND MORE TIME ON THE WATER
Facing a shrinking pool of customers due to economic and
distribution challenges and strong competition from industry
leaders Mercury and Yamaha, Evinrude needed to find a new,
more meaningful point of difference. Research showed that
Evinrude was beginning to build a reputation for requiring the
least amount of maintenance. This resonated with consumers
who hated the hassle and cost of outboard maintenance.
Now, Evinrude could promise more time on the water and less
time in the dealership.