Sea-Doo Personal Watercraft
Sea-Doo is now known to offer a slew of firsts for the personal watercraft industry: the first and only “on-water” braking system, the first true suspension system on a watercraft, a stepped hull design, and true neutral maneuvering.
Sea-Doo is a division of Bombardier Corporation which also has Ski-Doo, Challenger, Lynx, johnson, and Evinrude brands. With a heritage in the airline manufacturing industry, Bombardier has committed itself to provide the highest quality products in the Powersports industry.
But in the middle 90s, Sea-Doo was a distant third to Kawasaki who was credited with inventing the category coined “Jet Skis” and from Yamaha who had a rich heritage in the marine business through its outboard engine products. Sea-Doo was not very successful in the market and in search of an identity.
The agency worked hand-in-hand with the client to develop an overall strategic plan, key messaging and positioning, and finally implementing unexpected advertising, sales materials, and sales training in two different languages. The close relationship between client and agency resulted in a drastic jump in market-share by over 30 percentage points in less than three years. Sales tripled in three years in which Sea-Doo became the market leader in watercraft and jet boats.