Brunswick Boat Group/Cypress Cay Pontoons Microsite Case Study

CHALLENGE
Brunswick Boat Group owns seven separate pontoon boat brands that jointly command about 12 percent of the market share. The company wanted to improve the performance of its Triton line—a division better known for aluminum fishing boats than family watercraft. Brunswick needed a new brand image that would convey the family friendly appeal of pontooning and reach out to younger boat buyers.

INSIGHT & STRATEGY
Because the design of the pontoon line was still being finalized while marketing materials were being prepared, we focused on the boating experience rather than the boat itself.

EXECUTION
The campaign, which featured a consumer website, brochure and email updates, captured the emotions of our target audience by recalling fond memories on the water and conveying that with Cypress Cay, they could create special, memorable experiences with their own kids. Elements such as photography with a vintage feel, interesting visuals and authentic sounds were reprised in a multimedia presentation designed to recruit new Cypress Cay dealers.

RESULTS
With just four months before the debut of the redesigned boat at Brunswick’s annual dealer meeting, we developed an entirely new identity and executed a brand launch campaign for the Cypress Cay that included a dealer ad series, lively consumer website and Flash sales presentation. Brunswick hoped to sell as many as 300 boats during the meeting and an additional 300 boats over the next 12 months. Instead, the company was overwhelmed with orders—622 by the end of the three-day event.