Advertisement


Advertisement

Thread Rating:
  • 5 Vote(s) - 4.2 Average
  • 1
  • 2
  • 3
  • 4
  • 5
Yamaha's new campaign positions Fazer as touring bike
Advertisement
#1

Yamaha has unveiled its latest campaign, for its bike variant Yamaha Fazer. Created by Dentsu Communications, the campaign aims to position the Fazer which is most suitable for touring.

Speaking to Campaign India about the new campaign, Shivananda 'Doc' Mohanty, creative head, Dentsu Communications said, "The idea behind the campaign was to strengthen Yamaha's distinctive product offering. Each Yamaha machine offers its user a distinct biking experience. Be it the R15 for supersport racing, the FZ series for stylish street-biking and now, the Fazer for touring. The objective was to make the concept of 'touring' appealing to prospective bike buyers."

The brief that Dentsu received from the client was, to communicate that touring is the experience of biking beyond city limits, where the journey is as significant as the stops and that Yamaha with the Fazer, introduces this concept of touring biking and the idea was to leverage this as a distinct differentiator.

Watch the TVC here:

[vimeo]5693706[/vimeo]

An array of bikers has gone touring over the weekend. One is with a group, another with his son, a third with his girlfriend, and yet another rides alone. They are enjoying themselves so much that they do not wish to return to their regular mundane lives. Hence, each calls in with different excuses to their office and the viewer realises that they are all from the same office! The VO then takes over with the brand's tagline, 'May the weekend never end!"

Most bike advertisements portray a woman who would do anything to ride pillion with the man who owns the bike. This TVC however, has a different take on bikes. Speaking about this, Mohanty says, "Every bike has a unique character. The Fazer's design and features make it India's first sport tourer. As such, it was more important to use the bike to showcase the appeal of touring, rather than do yet another execution of a bike-boy-girl story."

Commenting about the campaign's aim to differentiate the brand from its competition, he says, "We want to differentiate the Fazer by striking a real and inviting tone with the campaign, rather than just being bombastic. Also, it is based on a human truth with wide appeal, which the category has not yet touched. Finally, although Fazer is a great looking bike with accomplished talents, it seeks to open up a new world of biking pleasure, rather than playing with mere technical specs.

The campaign stems from the consumer insight, that people who love and live to travel hate to return back to their normal lives.

The media mix for the campaign includes TV, Internet, OOH, print, showroom POP and mobile. The creative team that has worked on the campaign includes Mohanty, Trilochan Anand, Jai V. Sheth and Trilochan Anand. It has been shot by Joel Peissig of Stratum.

Reply
Thanks given by:
Advertisement
Advertisement




Possibly Related Threads...
Thread Author Replies Views Last Post
  General News: Toyota Innova Touring Sport Edition to Launch in India on May 4, 2017 nairrk 0 1,276 04-26-2017, 01:14 PM
Last Post: nairrk
  General News: Yamaha unveils 3-wheel mobility vehicle concept nairrk 0 1,173 06-27-2016, 06:52 PM
Last Post: nairrk
  Yamaha YZF R15 gets two new colors SRK 0 838 02-26-2015, 07:30 PM
Last Post: SRK
  Royal Enfield to launch Parallel-Twin engine bike next year SRK 0 898 02-22-2015, 07:04 AM
Last Post: SRK
  General News: Bajaj launches new Discover bike at Rs 45,500 nairrk 0 2,567 03-31-2011, 05:38 PM
Last Post: nairrk
Information Help: Yamaha Launches 998cc FZ1 at Rs.8.7 Lakhs.!! nairrk 0 2,333 12-12-2010, 08:21 AM
Last Post: nairrk
  Help: Yamaha gears up to launch gearless scooters in India Mr.Bhat 1 1,208 12-03-2010, 12:24 PM
Last Post: nairrk
  Help: Yamaha FZ1 coming in December Mr.Bhat 0 958 11-24-2010, 08:12 AM
Last Post: Mr.Bhat
  Breaking News: Low-cost Harley-Davidson bike soon in India! Kanwar 0 1,627 11-04-2010, 03:34 PM
Last Post: Kanwar
  Breaking News: BMW Motorrad bike in India !! Mr.Bhat 2 975 10-28-2010, 09:09 PM
Last Post: Mr.Bhat

Forum Jump:


Users browsing this thread: 1 Guest(s)
Advertisement