Torqeedo
PROJECTING A MESSAGE OF SUSTAINABILITY FOR THE
GLOBAL INDUSTRY LEADER IN E-MOBILITY ON THE WATER
The challenge
Torqeedo is an award-winning pioneer in the field of electromobility on the water. To raise awareness and sales of their environmentally friendly electric boat motors in the US market, the German-based company needed a brand campaign that would generate demand capture and win the hearts and minds of American boaters, sailors, fishermen, and environmentally conscious people. Due to inventory levels, the campaign was tasked with selling 37 Travel motors.
SUSTAINABLE
ENVIRONMENT
=
SUSTAINABLE LIFESTYLE
The insight
World citizens are becoming more and more aware of the toll fossil fuels are taking on the environment. They’re seeking better, cleaner alternatives that fit their lifestyle, from small everyday purchases to large investments that will live on for years. They want to make sure their impact on the planet is a positive one, but not always at the cost of their own comfort. This gives Torqeedo an opportunity to present their core competency of manufacturing electric boat motors that are lighter, cleaner, quieter, and more convenient than their fossil fuel-based counterparts through the lens of sustainability.
The solution
Plan B executed a broad digital campaign consisting of programmatic ads, paid search, paid social media, and a robust landing page designed to educate and sell. Radically sharper targeting zeroed in on four strategies: data-driven segments such as boating enthusiasts, hybrid car owners, country club members, and affluent individuals with substantial retirement savings, search retargeting, point of interest targeting, and look-alike models.
The solution
Two creative concepts were tested to see which message would ultimately rise to the top. “Love the Water/Love the World” highlights Torqeedo’s dedication to sustainability with an eco-friendly message while “No More” focuses on the practical benefits of upgrading to/choosing Torqeedo over traditional gas-guzzling motors.
0
The Result
Strategically launched on the cusp of boating season, target audiences were primed to receive our message. An impressive number of impressions and a solid click-through rate gave Torqeedo the boost of recognition – and sales – it deserved.
