Brp pitch hong-sample

A DISCUSSION WITH BRPAUGUST 27TH 2012

ABOUT RAZORFISH

RAZORFISH / BRP

WE’RE HONORED TO HAVE BEEN RECOGNIZED IN THE INDUSTRY

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RAZORFISH / BRP

A GLOBAL FOOTPRINT

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WE ARE 2,500 PROFESSIONALS IN 21 CITIES IN 10 COUNTRIES

RAZORFISH / BRP

A GLOBAL FOOTPRINT

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AND A FAMILY OF 43,000 PEOPLE IN 104 COUNTRIES WORLDWIDE

THE ASSIGNMENT

RAZORFISH / BRP

YOUR CHALLENGE TO US

Our view of the digital ecosystem... and how we’d create a cohesive online strategy

Our proposed digital strategy for increasing dealer leads and sales... and how we’d create the most compelling digital campaign in your history

Our proposed strategy for engaging consumers and creating and sustaining a passionate social community

Our recommendations to support your multi-brand dealer network

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DISCOVERYSTRATEGIC APPROACH

RAZORFISH / BRP

FIRST, WE TOOK A LOOK AT WHERE YOU’RE SHOWING UP...

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RAZORFISH / BRP

WE LOOKED AT

BIKES

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1 wheel in front / 1 or 2 in back

Leaning turns

No cabin

The gearhead

The adventurer

The rebel

Harley

Honda

BMW

MECHANICS

APPEALS TO

LEADING COMPETITORS

RAZORFISH / BRP 17

2 wheels in front / 2 in back

Steering turns

Convertible cabin

Mazda Miata

MINI

WE LOOKED AT

AUTOS

Empty nester

Roadtripper

Motor Trend Readers

MECHANICS

APPEALS TO

LEADING COMPETITORS

RAZORFISH / BRP 18

MECHANICS

APPEALS TO

LEADING COMPETITORS

Various wheel configurations

Steering, leaning or gyroscope turns

Various cabin configurations

Segway

Go-karts

ATVs

WE LOOKED AT

TOYS

The hobbyist

The powersport enthusiast

The techie

RAZORFISH / BRP

WE REALIZE THE ROADSTER

TRANSCENDS

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SUCH SIMPLE CATEGORIZATION

RAZORFISH / BRP

SO WE SHIFTED OUR FOCUS FROM THE PRODUCT TO THE PERSON WHO BUYS IT

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CUSTOMERINSIGHT

STRATEGIC APPROACH

RAZORFISH / BRP 24

PEOPLE LOVE THEIR SPYDER,AND HERE’S WHY.

RAZORFISH / BRP 26

”“It’s probably the most

comfortable ride that I’ve ever been on. ”

“It’s not like a 2-wheel bike where you get tired after so many miles... you can ride these things all day long.

”“It’s different than

a bike. It’s very comfortable.

COMFORTABLE

RAZORFISH / BRP 27

”

“I was surprised how stable it was going 75 miles an hour in the rain on the interstate.

”“Antilock brakes on

all 3 wheels is a wonderful thing...

”“I feel like there’s

more stability with two wheels in front.

SAFE

RAZORFISH / BRP 29

“The fact that I’ve met all these other people that ride Spyders... it’s just made my life full.”

COMMUNITY

”“...I heard there are

Spyder clubs... I like all that kind of stuff.

”

“I’d like to find out more about trips... One I liked was 100 miles to PA and back and then a BBQ after. That stuff I’m interested in.

RAZORFISH / BRP

THESE MODES EXIST IN ALL OWNERS AT VARIOUS LEVELS AND WILL HELP INFORM OUR TARGETING

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TOY

Appeal: THE TECH

advanced, high tech, new, innovative

KEYW

OR

DS

LOOK

ING

FOR

EX

AM

PLE

MEDIA

RIDE

Appeal: THE RUSH

speed, open road, fun, thrilling, exciting, freedom

a fun weekend drive

Motor TrendEdmundsMotorcycle.com

LIFE

Appeal: THE ATTITUDE

new, intriguing, original, distinct, bold, young

a bold adventure

OutsideTravelDiscovery

an impressive gadget

WiredEngadgetTechcrunch

FEATU

RED

MO

DEL RS, RT RT RS

50%

15%

35%

BUSINESS RATIONALE

RAZORFISH / BRP

We also believe in a structured measurement framework

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AWARENESS

VISITS

LEADS

SALES

Awareness + Research

Education, Access + Trial

Delivery, Possession + Use

Maintenance + Service

Repurchase, Relationship, BRP Ambassador

OWNERSHIP

ADVOCACY

RAZORFISH / BRP

PRIMARY LEVER:

TARGETED ADVERTISING

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48% 68% AWARENESS

VISITS

LEADS

SALES

OWNERSHIP

ADVOCACY

$1,000,000 MEDIA SPEND

FACEBOOK

DISPLAY MEDIA: BRAND$250K Budget, $15 CPM

16,666,667 Impressions

.25% CTR; 41,667 Clicks

.10% Conversion; 42 Leads

DISPLAY MEDIA: DR$250K Budget, $4 CPM

62,500,000 Impressions

.15% CTR; 93,570 Clicks

1.6% Conversion; 1,500 Leads

BRANDED SEM$375K BUDGET

4,675,000 Impressions

16% CTR; 748,000 Clicks

1.6% Conversion; 11,968 Leads

FACEBOOK$25K Budget

35,000,000 Impressions

.05% CTR; 16,310 Clicks

.01% Conversion; 2 Leads

YOUTUBE$25K Budget

425,000 Impressions

1% CTR; 4,250 Clicks

.01% Conversion; 0 Leads

UNBRANDED SEM$75K Budget

1,870,000 Impressions

3.5% CTR; 65,450 Clicks

.35% Conversion; 229 Leads

RAZORFISH / BRP 38

EXAMPLE MEDIA TACTICS

Awareness media flighted for maximum impact utilizing higher impact units (large / rich media)

DR Media evergreen to capture shoppers year round

Fully fund first party re-targeting subject to performance

Purchase third party in-market and interest proxies

Develop look-alike targeting profiles (social and cookie based)

Test search re-marketing (not Google) for conquesting

Test performance based pricing and Real-Time Bidding

AWARENESS

VISITS

LEADS

SALES

OWNERSHIP

ADVOCACY

RAZORFISH / BRP

PRIMARY LEVER:

SITE EXPERIENCE

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AWARENESS

VISITS

LEADS

SALES

OWNERSHIP

ADVOCACY

2M uniques 3M uniques

RAZORFISH / BRP 40

PRIMARY LEVER:

CALL TO ACTION

AWARENESS

VISITS

LEADS

SALES

OWNERSHIP

ADVOCACY

visitor conversion

visitorconversion1.1% 1.8%

20K leads 28K leads

RAZORFISH / BRP 41

PRIMARY LEVER:

CHANNEL SUPPORT

AWARENESS

VISITS

LEADS

SALES

OWNERSHIP

ADVOCACY

13,252 sales 21,572 sales

RAZORFISH / BRP

$1,000,000 TOTAL MEDIA SPEND

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IMPRESSIONS

ENGAGEMENT

CLICKS

LEADS

DEALER VISITS

SALES

121,136,667

1,592,760

969,427

13,741

6,870

2,290

$0.008 cost per ad served

DEMAND GENERATION OVERVIEW

$0.63  Video Views + Interactions + Clicks

$1.03 media driven visits to site

$73.78 score-able and de-duped:1.42% Visitor

Conversion

$145.55 visitor onsite

$436.66 media cost / vehicle sold

AWARENESS

VISITS

LEADS

SALES

OWNERSHIP

ADVOCACY

AWARENESS

THE RIDESPEED, OPEN ROAD, FUN, THRILLING, FREEDOMLOOKING FOR: A FUN WEEKEND RIDE

THE TOYADVANCED, HIGH-TECH, NEW, INNOVATIVELOOKING FOR: AN IMPRESSIVE GADGET

ENGAGEMENT

SOCIAL ENGAGEMENT

CAMPUS

OFFICE PARK

LA DÉFENSE

HOW IT COMES TOGETHERTHE ECOSYSTEM

CURRENT ECOSYSTEM

EVENTS& DEALERS

PRODUCTPLATFORM

COMMUNITYPLATFORM

AWARENESS PROGRAMSEO

SOCIALDISCOVERY

EVENTS& DEALERS

PRODUCTPLATFORM

COMMUNITYPLATFORM

AWARENESS PROGRAMSEO + SEM

SOCIALDISCOVERY

PROPOSED ECOSYSTEM

EXPERIENCEPUBLISHING

SHARINGTOOLS

OWNER PLATFORM

EVENTS& DEALERS

PRODUCTPLATFORM

COMMUNITYPLATFORM

AWARENESS PROGRAMSEO + SEM

SOCIALDISCOVERY

SPYDER

CAN-A

M

SEA-DOO

SKI-DOO

111

SPYDER

CAN-A

M

SEA-DOO

SKI-DOO CROSS

BRANDMARQUEEEVENTS

SWIM

RUN

RIDETHE WORLD’S FIRST MOTORIZED TRIATHLON

WWW.THEULTIMATERIDE.COM WATCH LIVE JUNE 1ST 2013

THE

SPYDER TRIATHLON

SWIM

RUN

RIDETHE WORLD’S FIRST MOTORIZED TRIATHLON

WWW.THEULTIMATERIDE.COM WATCH LIVE JUNE 1ST 2013

THE

SPYDER TRIATHLON

THANK YOU

AUGUST 27TH 2012