National Burnout Day
Client: Victory Motorcycles
National Burnout Day
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Creative strategy and creative direction that led to a unique, industry-inclusive experiential activation
21% increase in accessories and apparel sales, a winter season record high for category sales
Set the Guiness World Record for Longest Burnout
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This promotional campaign was developed to help Victory Motorcycles address their annual winter sales slump. I led the creative strategy and creative campaign, which was developed around the impatience and anticipation riders feel during the days of winter when they’ve got “garage fever”. The campaign invented a category-inclusive event, focused on accessories and apparel, and achieved a company record for winter accessories sales.
Victory needed to get ahead of the brand’s annual winter sales slump. To develop a creative strategy, I focused on the problem of motorcyclists spending less time and money on their bikes during the winter months. By the end of winter, motorcyclists are eager to get their bikes out on the road, but most are not equipped or willing to ride in the cold weather. Early spring is a period of impatience and anticipation for motorcycle owners.
Since Victory has an extensive line of accessories and gear, we articulated the strategy for this campaign around boosting accessories sales. The strategy created a foundation to show that Victory makes early spring the ultimate time to prep your bike and get ready to ride.
I offered up a creative strategy that kick-started the creative process for the team. “The Cure for Garage Fever”, which led to the advertising campaign idea– National Burnout Day.
National Burnout Day was a holiday we invented to inspire motorcyclists to shake off their cabin-fever (garage-fever) and begin prepping their bikes for the spring riding season. National Burnout Day was a call to action for motorcyclists everywhere, on any brand of bike, to open their garage doors and participate in a nationwide simultaneous burnout at a synchronized time. Riders joined livestream burnouts, and filmed their burnouts to add to the community on social media.
The creative strategy informed and guided a full, multi-channel accessories and apparel campaign that included national television, point of purchase, direct mail, social media, digital, PR, events, and a customer sweepstakes. Retail promotion for accessories and apparel served as key messaging.
One of our goals was to set a record for the world’s largest synchronous group burnout, which fell short. However, my team and I developed and brought to life an activation within the campaign which resulted in the brand earning the Guinness World Record for the world’s longest burnout. The stunt was performed by Victory Stunt Team rider Joe “Vertical” Dryden, who achieved a 2.23-mile Guinness World Record Burnout on a Victory Octane.
The National Burnout Day campaign resulted in a 21% increase in accessories and apparel sales, which was a company record-high for winter sales in these categories.
About my role:
As AOR for Victory Motorcycles, my agency was responsible for a broad scope of strategy and creative. Because of the agency’s boutique creative firm ecosystem, I served the account in my key areas of strength, leading the development of Creative Strategy, followed by a heavy lift in Creative Direction. I worked very closely with the VP Marketing Director and his team, and developed a trusting and agile relationship that fostered good work for the brand.
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