To refine the positioning and propose an innovative concept for the launch of the new Beneteau Group catamaran brand.
EXPERTISE USED
Challenges
In a sector with fierce competition, offer something different to generate preference. To give visibility to a new brand 18 months before being able to show the first boats at the 2019 Cannes boat show.
Methodology
Interpretation of the brand platform to obtain a unique and inspiring creative universe (story telling and iconography). Proposal of an innovative and rhythmic multi-channel launch mechanic to keep the desire to discover the brand and the products. Coordination of experts (Codezero network) in the fields of web, video and events to bring a global expertise to the project.
Results
Proposal of a unique positioning and launch concept (editor’s note: including a virtual regatta with a catamaran to win).
International visibility and implementation of a high-performance multi-channel communication, whether owned, paid or shared media. Anchoring a brand image in line with the strategic positioning.
