Polaris
Built brand trust. Drove dealer traffic. Levelled up the category.
Built on the ride.
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- 01 / The insight Spec sheets don’t create desire. Powersports is a passion category. The audience knows exactly what it wants. The feeling of being on the machine sells it, so every piece of work started there.
- 02 / Campaigns Built on the ride. Every campaign started from the experience of being on a Polaris. Not the specs. Not the features. The feeling.
- 03 / Content Made to get people outside. Photography, video and social that put people in the dirt, on the trail, in the landscape.
- 04 / Activations In the places they ride. We put the product in front of the right people, where they ride, so the experience did the selling.
- 05 / Dealer support Through the dealer door. Campaigns and materials that pushed people into dealerships across Southern Africa.
The brief
Polaris builds off-road vehicles for work and for the outdoor life. In Southern Africa it had a full product range, a growing market and a brand that deserved to be more famous than it was. Culture Cartel ran its brand marketing and campaign strategy across the region.
The insight
Powersports is a passion category. The audience knows exactly what it wants and is not easily impressed. Spec sheets do not create desire. The feeling of being on the machine does. The work also had to win serious off-road enthusiasts without losing the lifestyle buyers the brand needed.
The work
Campaigns built on the ride
Every campaign started from the experience of being on a Polaris. Not the specs. Not the features. The feeling.
Content that gets people outside
Photography, video and social content made to put people in the dirt, on the trail, in the landscape.
Activations in the right places
We put the product in front of the right people, in the environments where they ride, so the experience did the selling.
Dealer support
Campaigns and materials that pushed people through dealer doors across the region.
The result
Dealer traffic went up. Brand awareness followed. The category moved.
The numbers followed the work.
Ride along
Take the ride.
One lap around a Polaris RANGER, nose to tail, over the cage and through the cab. Scroll to ride.
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01 / The machine
Built for work and the outdoor life.
In Southern Africa, Polaris had a full product range, a growing market and a brand that deserved to be more famous than it was.
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02 / Front end
Not easily impressed.
Powersports is a passion category. The audience knows exactly what it wants.
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03 / The cab
The feeling sells it.
Spec sheets do not create desire. The feeling of being on the machine does.
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04 / Underneath
Enthusiasts and lifestyle buyers.
The work had to win serious off-road enthusiasts without losing the lifestyle buyers the brand needed.
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05 / The result
The category moved.
Dealer traffic went up. Brand awareness followed.
Polaris and RANGER belong to their owner and appear here only to identify the brand the work was for (see our legal disclaimer). The vehicle is a 3D model, shown for illustration.
Project highlights
Results described qualitatively.
