The Campaign

The campaign task was to launch the new 2014 models of Yamaha Motorcycles in the Philippines. The challenge was to create a launch that made noise in a country where there are so many different motorcycle brands. We made a noise by literally making a noise. Yamaha enthusiasts gathered and all of them honked their horns to welcome the new models and set a Guinness World Record in the process.

The Brief

The goal is to reintroduce and reinvigorate the Yamaha brand again, leading to more people considering Yamaha for their motorcycle and eventually purchasing our motorcycles for their daily use.

Results

After the event, 7,931 online impressions were achieved through Facebook, Twitter and Youtube. The event generated over US$68,000 worth of media value across print, broadcast and online.

Execution

We held an event on June 7, 2014 in Manila. Thousands of Yamaha enthusiasts and spectators were in attendance for the event. All of the participants simultaneously sounded their horns for 15 seconds. This not only created a noise that was really hard to ignore, it also set a new Guinness World Record for Most Number of Motorcycle Horns Sounded Simultaneously.

The Situation

The Philippines is a country where motorcycles outnumber cars. Numerous brands have arrived and are offering low priced motorcycles to a market that values price over quality.

The Strategy

To do this, new Yamaha models were introduced for 2014. The strategy was hold a launch event for the new models that generated buzz and noise in the market that it would be hard not to pay attention to what we were doing. We held the WORLD’S LOUDEST LAUNCH.