KAWASAKI: THE TRUSTED ONE
While Kawasaki Engines was a smaller player in the lawn care engine market, we discovered through research that commercial landscape professionals preferred the engine by more than two to one. The goal was to bring this relationship to life and articulate the trusted partnership between brand and customer. The particular perspectives of key users added authenticity and credibility. Included video, trade advertising, POS and collateral.
KAWASAKI EFI
Since Kawasaki was not first to market when introducing electronic fuel injection, it was important to demonstrate the differences in a compelling way. The idea was to highlight the technological advancements, yet confirm how accessible and beneficial it is to the audience. Tactics included video, animation and content development.
KAWASAKI CRITICAL POWER
Kawasaki Engines was facing a major communications challenge when they switched to a different, stricter horsepower ratings standard. We embraced the challenge, quickly got up to speed on complex technical guidelines and developed a comprehensive strategic plan and marketing campaign branded Critical Power. And it worked. Instead of a feared decrease in sales Kawasaki achieved steady year over year record growth and added credibility for taking the higher road. Campaign included impact direct mail to multiple channels, trade advertising, microsite, brochure, trade show launch, animated video, in-store POS and an online survey contest.
