Yamaha Motors needed to bring its website into the 20th century while adjusting its messaging to reach a more youthful, extreme-sports focused audience.
Yamaha’s demographic was skewing to an older audience, which was purchasing primarily for farming. The challenge was to create a dynamic digital experience that would appeal to the current demographic while re-energizing the brand to attract a more youthful and hobby-focused audience. We needed to reinvigorate Yamaha’s line-up and highlight not just the capabilities of the machines, but the emotional experience of the ride.
“Conquer the Outdoors” was created as a mantra for the new digital experience, which captured the dominance and superiority of the line. In order to bring this mantra to life, the Art Direction focused on showcasing POV imagery and videos to put the user in the rider’s seat, capturing the thrill and excitement of Yamaha’s line-up felt while riders tear through sand, dirt, water and asphalt.
An open, full-screen website with larger product shots and more powerful POV imagery pushed Yamaha’s offering to the forefront, creating a more dynamic and engaging experience. We pulled product shots off of their standard white backgrounds, adding depth and dimension to the line-up. Social media was used to encourage followers to post videos of their own experiences conquering the outdoors on their Yamahas, which were then pulled into the site to use as reference materials for interested buyers.
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