The MT-09 was launched in Brazil in September, an innovative motorcycle both in its technology and communication concept. The marketing strategy aimed at optimizing our campaign investment was to strengthen the image of the product by conveying the concept of the product campaign, "The Dark Side of Japan". For this, we found a partner that specializes in planning large-scale, sophisticated events.
The launch party took place at the “Casa das Caldeiras", an abandoned factory, and is currently one of the most popular event venues in Brazil.
We made direct contact with almost 1,000 participants, including dealers and media representatives in addition to reducing event related costs by 55%. Online marketing results were also impressive during the days before the event, with approx. 2,000,000 people viewing the "The Dark Side of Japan" website.
From Ricardo Tedesco, Yamaha Motor do Brasil (YMDB)