Polaris, an American manufacturer of snowmobiles, ATVs, and electric vehicles, selected Millennium for creative design services.

The campaign included research, audience analysis, creative concepting, messaging, and execution of a robust direct mail strategy.

CHALLENGE

Polaris Industries is an American manufacturer of snowmobiles, ATVs, and neighborhood electric vehicles. Founded in Roseau, Minnesota, USA, Polaris continues to engineer and manufacture recreational and luxury equipment proudly in the USA. Millennium was selected to design and develop an ATV and Snowmobile direct mail strategy for New England Polaris dealers.

SOLUTION

The creative strategy for Polaris leveraged extensive awards received in the areas of “ATV of the Year” and “Best in Class Sport ATV.” Adventurous, action-packed photography portrayed the thrill of the ride and the messaging touted the brand’s value proposition “Powerful. Innovative.” In additional, a discount code of a tune up was offered along with other exciting deals. Print ads for this campaign featured celebrity talent and the Polaris 50 Year Anniversary emblem.

RESULTS

The mailer and print ads were targeted to prospective customers and designed to increase interest and inspire customers to take action. Strong messaging like “For me, it’s always time to ride. With a deal like this, it’s your time,” customer engagement increased, and the mailer generated high lead volumes for Polaris. Co-oped and approved, this provided an excellent opportunity for Polaris ATV/Sled dealers to increase their sales.

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