Our Challenge: Yamaha needed to bring meaning to their ‘Why Not’ campaign. Consumers what ‘Why Not’ stood for in the Yamaha brand.
Also ‘Why Not’ campaign needs to continue this year connecting to all existing scooters, include 2 new products. Yamaha wants to bring expectation of Yamaha scooter to consumers Product. One male skewed product and one Female skewed product, both urban youth based consumers. BUT WE CAN”T SHOW THE PRODUCT IN ENTIRETY as the launches will come after the ‘Why Not’ campaign. Just a tease.
Our USP: Every ride creates excitement through innovation.
Insight: VIETNAMESE YOUTH WANT TO STAND OUT FROM THE OLDER GENERATION, SHOW THEY’RE INDIVIDUALITY, DO SOMETHING FIRST.
Our Solution: This is what Yamaha dose, a leader, It does firsts product innovations, YAMAHA’S OPPORTUNITY IS TO CHAMPION CONFIDENT VIETNAMESE YOUTH TO KEEP AIMING FOR THE BEST AT WHAT THEY WANT TO BE. SHOW THEY CAN STAND OUT AND DO FIRSTS LIKE YAMAHA.
The Idea: Why Not..BE LIKE YAMAHA, BE THE INNOVATOR.. Why Not. BE FIRST.
Creative Approach: CO-CREATE “Why Not” moments with Vietnams youth, show that Yamaha helps youth to be the innovator, to stand out and do firsts!
To make sure Vietmanese youth REALLY understood "Why Not… BE FIRST, Why Not… YAMAHA!.. message, we first connected to them through something from their youth culture , EDM music. We co-composed with the top Vietnamese EDM composer our own "Why Not…BE FIRST, Why Not… YAMAHA!.. EDM track.
We then worked with inspired REAL individuals, NOT KOL’s (Stars), real “Why No” youth innovator stories. Each youth story showed how youth can create firsts like Yamaha through ENGINEERING, DESIGN & INNOVATIVE FEATURES.
DJ-ENGINE - Musician/DJ loves the sound and look of OUR NEW FREEGO Yamaha’s engine, so decides his ‘WHY NOT?’ BE FIRST MOMENT’ mash-up his DJ deck technology with the new Yamaha’s engine to create the FIRST ever engine powered DJ deck sounds.
FASHION DIVA - Is doing night classes to be a Designer. She loves Yamaha’s design look so uses it as inspiration for her ‘WHY NOT?’ BE FIRST MOMENT, a new way to create a new LIGHT MAPING of Yamaha’s scooter to create the first ever live Fashion look.
GAMER BOY - A gamer and media student loves to make everything into a game, he loves his new Yamaha’s scooter features so much he created a ‘WHY NOT?’ BE FIRST MOMENT by creating a crazy new digital game out of it.
TV and online content was created around all of our "‘Why Not..Yamaha’ co-creators first making their innovations with Yamaha.
Then came to life at live EDM events where DJ_ENGINE plays our ‘Why Not"‘ song, our FASHION DIVE’s light mapping show happen in the middle of the crowd and youth can later try it for them selves and post social media images live, a massive start stage wall is erected at far end of the EDM event where you can sit on real Yamaha scooters with your friends and a street racing game project on the wall for all to see.
Channels: TV, Live Experiential, Social Media, PR, Web Viral/Content, Mobile, Etc..