THE STRATEGY BEHIND THIS WORK
STRATEGY
Intrepid Powerboats - One of a kind. One at a time.
Since Intrepid makes boats one at a time that are one of a kind, they asked us to help them custom build their brand. We defined their archetype as the maverick with an outlaw spirit that time after time meticulously builds boats to enhance customers lives on the water. All touch points needed to be confident, free-thinking, original, bold, spirited and proud. Just like the owners of these boats.
To further push the “custom-made” message, we created actual cocktail napkin inserts in magazines. These napkin doodles featured a customer’s potential dream boat with the message: If you can dream it, we can build it.
Using traditional media in a different way paid off. We ran simple classified ads in the marine sections of newspapers around the country touting what wasn't for sale. The client received a flood of calls into their sales office from ads that cost roughly $250, leading to several lucrative sales.
