The Brief

The objective was to launch Yamaha Motorcycle’s 2014 models. Our target market are first time motorcycle buyers. We also wanted to capture the attention of those looking to switch brands. The strategy was to conduct a launch that was so big and so loud that it drowned out all other brands and turned people’s heads towards Yamaha.

Describe how the promotion developed from concept to implementation

Yamaha held the WORLD’S LOUDEST LAUNCH. We gathered Yamaha enthusiasts in one location and had them sound their horns, setting a Guinness World Record of Most Number of Motorcycle Horns Sounded Simultaneously in the process.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

Yamaha has been organizing events that gathered enthusiasts for many years. With the support of the Yamaha Club, many riders attended. It is a perfect time to launch their new models in the most head turning of ways.