Polaris
Power Sports & Outdoor
Brand Marketing
Campaigns
Digital
Content
Dealer Support and Development
Johannesburg, South Africa
Built brand trust. Drove dealer traffic. Levelled up the category.
2020
Summary
Culture Cartel managed the full brand marketing and campaign strategy for Polaris across Southern Africa. Off-road vehicles. Outdoor lifestyle. A full product range, a growing market, and a brand that deserved to be more famous than it was. We fixed that. Dealer traffic went up. Brand awareness followed. The category moved.
Challenge
Power sports is a passion category. The audience knows exactly what they want and they're not easily impressed. Building genuine brand desire for Polaris meant creating work that connected with serious off-road enthusiasts without alienating the lifestyle buyers the brand also needed to reach.
Solutions
Every campaign was built around the experience of being on a Polaris. Not the specs. Not the features. The feeling. Content that made people want to be out in the dirt. Activations that put the product in front of the right people in the right environment. The numbers followed the work.
Project Highlights
