The Campaign

As the economy developed in the ASEAN countries, consumer behavior began to change as well. People started to shop not just for the function of the product, but also for brand image. People realized how the product reflected the personality of the owner. In addition, online and digital communication has widely spread in most countries. Many people were familiar with communication tools like SNS, smart phones, and LINE.

Results

Challenge: YAMAHA’s local branches had their own ways of communication, which was a great obstacle for the Japanese YAMAHA Head Quarter to unite the brand image from head to toe in the ASEAN region. For example, even though the HQ updated the brand slogan to “Revs your Heart,” each local branch used its own existing slogan that they have been familiar to. In order to create a strong brand, YAMAHA needed one campaign that was appealing enough and could be easily localized. Objective: To create a strong brand image for YAMAHA within the ASEAN region, using the debut of TRICITY – the revolutionary multi-wheel vehicle – as a opportunity to change. Strategy: Creating a “content-based open platform” that can be used by any level of the YAMAHA global branches. “Rev STATION” is a communication platform that carries the stylish and futuristic image, but also embodies the “Revs your Heart” brand philosophy. Taking an “open-resource” approach, we allowed and encouraged local branches to use contents from the platform freely to adapt to their needs. Therefore, local adaptation and below-the-line promotion were able to carry out efficiently. Execution: First, the online short film and website that the Head Quarter created defined the settings of the platform. The web movie incorporated real YAMAHA products, contributing to product promotion. Then, the local branches used the contents in promotional events like motor shows, SNS applications, LINE stamps, and other promotional materials.

“Rev STATION” is a short film series created to raise awareness and help people better understand the true message behind Yamaha’s new slogan “Revs your Heart.” Episode 1, 2 and 3 features Yamaha’s newest and most innovative models. The three episodes were uploaded to the Rev STATION website, along with other contents that expand and connect the fictional and real world. These contents were Rev CREW profiles, Rev PRODUCT gallery, and the “Rev LAB” where hardcore fans can find in-depth information about Yamaha and its products. Teaser versions of Ep.1 were aired on television, motor shows, and banner ads.

Thanks to the positive response from the audience, the campaign that started in Thailand and one product, quickly had offers from branches in other 3 other countries. In terms of sales, TRICITY exceeded its estimated sales of 180%.