The ask
Introduce new consumers to BOTE's hybrid collection of paddleboard-kayaks, an increasingly popular item among BOTE customers. Help define BOTE's audience and determine why they would want to a hybrid. Hone in on the BOTE way of getting attention, using online video, outdoor activation, and brand events. BOTE's longterm aspirations are to more of a legacy brand in the adventure space. As such, we helped map out where they stand compared to bigger adventurer competitors and direct hybrid competitors.
Key findings
In terms of the hybrid product and the category in general, BOTE has a lot of things going for it:
The audience
Max, is a 25-year-old San Diego-based fin-tech manager. The only time he has for nonwork activities is his daily runs on the beach and calls to his Family who live up North. Max is concerned about the planet and often donates to environmental causes. He loves the ocean and outdoors. He owned a paddleboard in the past that he bought for cheap off amazon but it got busted. He knows he's too young to NOT have a social ife.
The problem
The insight
The strategy
Just show up
The creative & executions
For our key visual: we landed on the copy I wrote "DARE YOU TO JUMP IN" and creative done by our Art Director, Vanessa. The man in business formal at the beach raises the stakes and pays of the strategy "Just show up."
For our leading tactic: To "solve" our problem of folks not having time to make friends, we would build up the BOTENATION community, through platforms like WhatsApp and Meetup, and encourage folks to come together to enjoy BOTE hybrids and try out BOTE boards.
