The Katana name is steeped in motorcycle legend; first launched in 1981 and revered worldwide as a breakthrough sports bike. The word ‘Katana’ refers to the handcrafted steel blade of a Japanese Samurai sword and relates to the sharp lines of the bike’s design and its ability to cut through the air and provide a fast, exhilarating ride.
So how to launch a re-incarnated Katana performance street bike onto the NZ market for our client Suzuki Motorcycles?
Through the use of evocative Japanese video and photographic elements we created our theme “Become Legend” to lead creative executions in a range of mediums, including digital advertising, a website landing page, Facebook and Instagram posts plus a detailed eDM to identified interested riders. Boosted videos on Facebook elicited many expressions of interest to a contact page on Suzuki’s website, allowing a select group of “Katana Dealers” to work with these prospects to create sales.
The campaign also includes magazine advertising and 15 second TVCs targeting a very specific audience within MotoGP motorcycle racing highlights coverage on THREE’s Sunday CRC Motorsport programme.
It has been a pleasure working with Suzuki New Zealand to re-launch this legendary limited-edition bike, which has been very well received by customers and the motorcycle dealer network.