Product Launch
MY25 2-up Sportsman 570 Lineup
For the first time in 9 years, Polaris’ lineup of two-seater (“2-up”) Sportsman 570s – Touring, X2, and 6x6 models – were getting a refresh. With updates to core features and restyled look, the ‘new’, MY25 vehicle was ready to launch.
A relatively niche line, ~7,000 2-up units are sold annually, >$100 million in revenue.
With little innovation or attention during those nine years, Polaris slipped to #2 in the market.
The Challenge: Use this product launch was to boost credibility, convince people to choose Polaris again, and reclaim market share.
Messaging Direction
To ensure messaging consistency and effectively capture our audience’s attention, we grounded our efforts in an overarching creative strategy and identified benefits for our key features.
Anchoring Creative Strategy
The Insight: It’s not a party if you can’t bring a plus one.
So What If…
We prove having a plus one turns every outing into an adventure?
Product Features & Benefits
Using input from Product, Sales/Dealers, and Customers, we dialed in our priority and full suite of features to promote and their benefits.
Redesigned Styling to give you a new, bold-looking vehicle.
Removable Passenger Seat for flexibility when riding.
Increased Storage Capacity to bring more of what you need on your ride.
Bringing 2-up Sportsman to Market
With our direction set, we created assets across Pre-Launch, Launch, and Post-Launch.
A multi-state, 5-day shoot provided the video and photography assets required to execute the plan.
Pre-Launch - Social Teasers
Launch - Virtual Reveal
Launch - Video Library
MY25 2-up Lineup Introduction Video (Full Length)
Sportsman Touring 570 Features/Benefits Video
Sportsman X2 570 Features/Benefits Video
Sportsman 6x6 570 Features/Benefits Video
Launch - Photography Library (74 Images)
Launch - Launch Playbook & Pocketbook Guide
16-page Launch Playbook (Sales)
24-page Pocketbook Guide (Corporate)
Includes MY25 Updates Overview
Includes Vehicle Sell Sheets
Includes Competitive Comparisons
Launch - Retargeting Banners
Sportsman Touring 570
Sportsman X2 570
Sportsman 6x6 570
Post-Launch - :15 & :06sec Videos (Awareness/Interest/Consideration)
:15sec Sportsman Touring 570 Features/Benefits
:15sec Sportsman X2 Features/Benefits
:15sec Sportsman 6x6 Features/Benefits
:06sec Sportsman Touring 570 Features/Benefits
:06sec Sportsman X2 Features/Benefits
:06sec Sportsman 6x6 Features/Benefits
Post-Launch - Paid Social Carousels (Interest/Consideration)
Sportsman Touring 570
Sportsman X2 570
Sportsman 6x6 570
Sportsman 2-up Lineup
Post-Launch - In-Dealer Hype Hub Display (Conversion)
Sportsman Touring 570
Sportsman X2 570
Sportsman 6x6 570
Post-Launch - POP Signage (Conversion)
North America Results
578.5K
Sportsman Web Sessions
+41% YOY
EMEA Results
414
Sportsman 2-up Leads
+48% YOY
RECORD LAUNCH DAY
3 Months of Forecast sold in first 24 hours