Branding
CAMPAIGNS
GROWTH MARKETING
An electrified launch for a sustainable future of boating.
A first of its kind, the Super Air Nautique GS22E is a revolutionary fully-electric, multi-sport towboat that delivers the ultimate on-water experience with zero emissions.
With electric vehicles taking the roads across the country, it is only fitting that boats would be quick to follow. However, just like Tesla and Rivian, Nautique, powered by Ingenity, needed to make a name for its new line of electric boats. Like many new products and brands going to market, Ingenity had yet to build brand equity and needed to sell a high-dollar niche product—the first electric propulsion system, in a market that didn't understand the implications and impact of the power.
Hyperquake was tasked with developing a campaign to launch and a go-to-market strategy with the goal of making a big splash in the market to sell as many boats as possible. In just 3 months, Nautique depleted their entire inventory of the GS22E.
OUR ROLE
Strategy & Planning
Positioning
Narrative & Storytelling
In-Market Strategy & Execution
Paid, Earned & Owned Media
Web & Mobile (UX/UI)
Martech Infrastructure
$380K
sold out product launch in just 90 days
90
days to sell out all of the Ingenity x Nautique models.
#1
Ultimate Electric Ride, WIRED Magazine (2021)
We worked in lock step with their marketing team to understand the barriers of entry for a new product of this kind (e.g. addressing fears around electricity and water, duration of battery, battery power vs. gas power, etc.) We identified barriers and tensions of a new product in a stagnant category for their target audience and then leveraged the insights to develop educational materials for dealers and customers.
We drove all campaign traffic to the website and ensured it had a strong search presence, out ranking our very successful PR strategy, to guide users to purchase.We focused our PR strategy on industry technology, boating, lifestyle and leading news organizations to create buzz and equity for the brand. The PR pieces were crafted to educate the public while qualifying potential buyers and directing them towards the website.
Paid social & digital advertising were critical in enhancing the reach and targeting of our messaging. By leveraging social media we were able to hypertarget our audience to drive conversion. Additionally, remarketing efforts allowed our product to remain top of mind throughout the buyer decision making process.
Our go-to-market strategy identified priority locations where the target audience resides that both prioritizes sustainability and can afford this class of boat. We incorporated brand awareness efforts aimed to educate and qualify potential buyers alongside marketing channels aimed at capturing demand. Our tactics included a mix of:
Paid Social & Digital Media
Public Relations
Search Engine Optimization
Website Content Development
Influencer Marketing
Paid Social & Digital Media
Public Relations
Search Engine Optimization
Website Content Development
Influencer Marketing
