It all started when…

YOUR BOAT CLUB: LIVE THE BOAT LIFE

OBJECTIVE:  Drive memberships for Your Boat Club. 

BACKGROUND:  Your Boat Club is essentially a boating timeshare.  It offers its members the fun of boating without the hassles of owning and maintaining a boat. Members have access to boats on 7 Minnesota lakes.  Each lake offers a variety of different boats (ski boats, pontoons, etc.)

It’s a unique service.  In past campaigns, they have struggled explaining it in their advertising.

STRATEGY AND CONCEPT:   We wanted our concept to quickly explain the benefits of Your Boat Club’s service and to capture the fun of boating.   To explain the service, we decided to create an infographic.  To capture the fun of boating, we had it illustrated.   The result was an ad that our readers saw as content.

RESULTS:  Based on a study of our reader panel, we know that the ad captured readers’ attention, helped them understand the concept, and made them feel more positive about YBC. 

• 48% of readers recalled the ad, which is 5 points better than the national average for all ads in this category.

• 73% of readers found the ad easy to understand

• 54% of readers felt more positive about YBC after reading the ad.

When we compared it to RAM Panel’s database, readers found it more appealing than any ad ran in Q3 of 2015.   See the case study here. 

MEDIA:   We executed the original concept in print and digital.  It was extended by the client for television, outdoor and indoor advertising.  It also was used as a cover for a trade magazine.