The Real Deal

Yamaha Marine

Challenge
With competitors discounting aggressively, how does Yamaha defend sales without entering an all-out price war?

Strategy
After commissioning market research among boat owners and the marine industry, Onfire confirmed Yamaha is the outboard of choice for those in the know. One example of feedback revealed that “There’s a reason the pros’ use them!” This insight reinforced the belief that Yamaha should assert its authority as the No. 1 outboard brand – well worth the premium for perceived and real benefits including superior performance, reliability, and peace of mind.

Solution
At the same time as re-establishing its leadership credentials, Yamaha also needed to demonstrate genuine value. Onfire developed a campaign idea “The Real Deal,” promising competitive offers on the best credentialled outboards on the market. Avoiding predictable price promotion terminology, Onfire also devised the proprietary term ‘Yamafit’ to differentiate Yamaha and establish some ownership of the outboard motor refit package market.

Execution
The Real Deal comes to life in video content for TVC, website, social and edm channels and features brand ambassadors that endorse Yamaha superiority. Yamafit promotions are advertised in marine magazine, social and instore POS. An upgraded seasonal product brochure doubles as a sales tool and recognises Yamaha’s status as a leader in marine technology while showcasing how consumers love using Yamaha outboards and Waverunners - underlining the brand positioning ‘Revs your Heart’.

Result
By elevating Yamaha above its competition and empowering the dealer network with better sales tools, the new campaign has helped grow market share and entrenched the brand as the No.1. while also helping to gain ground in the fast growing repower market.

The Real Deal

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