Jeanneau
Premium product launch: non-business target
Our mission? Facilitating market entry without disrupting the brand's DNA. The French manufacturer Jeanneau hired us to launch its new DB Yachts range, “anchoring” it in the premium day boat world.
BRAND STRATEGY
Luxury without the “bling”
How can successful entry onto the premium day boat market be guaranteed without relying on the usual luxury stylings? To avoid nonplussing the brand’s historical customers, we opted for positioning at the crossroads between two worlds (functional and luxury), i.e.:
1) Premium but not ostentatious
2) Heavy on options but not overequipped
3) Functional but not uninspiring
A platform designed to showcase the range and attract day boat lovers
The campaign’s digital assets were created based on a strategy featuring all the agency’s talents:
- Creation of a multilingual mini-site, scalable with the range’s expansion
- Media plan, campaign traffic activation, management, and optimisation
- Coordination with Jeanneau launch events in Europe
- Media assets and social media tool kit
- Dealer e-mailing
Visit website
“Not only reflecting the brand’s values via an attractive and immersive site designed in storytelling mode featuring an interface and media tailored to their historical target, but also modernising the brand’s image.”
