Leveraging integrated story-telling to sell a legendary ATV to four distinct audiences.
From the company who invented the four-wheel ATV in 1983, it was imperative to tell an emotionally-driven story that extended across the entire consumer journey.
The KingQuad was created for the toughest situations for ranchers, farmers, hunters, fishermen, and sport-trail riding enthusiasts. Because these individual audiences are so unique, a one-size-fits-all approach to advertising just wouldn’t work, so we developed a concept that supported five unique stories within one campaign.
The story extended across all digital and traditional touch-points, leveraging social media, endemic digital media, immersive video, user-generated content and print media. All content drove traffic to a microsite which enabled us to build audience level data pools for sequential, personalized story telling.
In addition to all consumer-bound advertising, Questus developed all in-dealership materials across the country. The result is a hard-hitting campaign tailored to unique audiences that dynamically showcases how truly rugged and versatile this new Suzuki KingQuad ATV really is.