Can-Am Ryker: A ride like no other

Touché!

Vehicle brand BRP took an unconventional approach to publicise the launch of its latest model to a younger target audience, teaming up with pop culture icons to increase awareness and drive trial.

Campaign details

Brand: Can-Am On-Road RykerBrand owner: BRPLead agency: Touché!Contributing agencies: AnomalyCountry: Mexico, North AmericaIndustries: Motorcycles, bikesMedia channels: Content marketing, Events & experiential, Online video, Outdoor, out-of-home, Product placement, Social media, Virtual & augmented reality, Word of mouth, influencersBudget: 10 - 20 million

Executive summary

Ten years ago, vehicle brand BRP introduced the Spyder, a three-wheeled motorcycle that quickly became a success with …riders aged 60-plus!

In 2019, faced with declining sales and a non-renewed consumer base, rejuvenating the Spyder brand became a matter of...

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