2023 Winner

CASE SUMMARY

BRP produces world-class all-terrain vehicles for adventure seekers. Its biggest barrier to growth is the limited opportunities to ride and accessibility to land open to their vehicles across North America. To attract existing riders to buy a BRP for their next purchase, the brand needed to explore new territories. Literally.

Over the past years, the rise of urban sprawl limited land access for BRP riders and led to more strict regulations around riding areas. In some cases, it limited the creation of new off-roading circuits. Driven by the idea of discovering new kinds of experiences, off-road riders saw their level of excitement diminish. The possibility of being surprised by a new course was now a luxury. This tight-knit community quickly turned to social media and group discussions to share new riding opportunities. This is when the quest for available lands began!

As they were observing the community cooperating, helping each other find the perfect spot, they saw an untapped opportunity. What if off-road riders were no longer confined to their own piece of land and were given the freedom to discover someone else’s mud paradise for a day? On the other hand, what if landowners could rent their land and give riders the opportunity to have access to a multitude of new outdoor experiences? For landowners, it is a way to monetize the usage of their underutilized and sometimes underrated lands. For riders, it opens the doors to a world of new paths to ride.

This is how Uncharted Playgrounds was born! Uncharted Playground is an online booking system that connects riders to landowners. Think Airbnb… but for off-road riders! How does it work? Simple: The platform provides new lands to explore for riders and new revenue opportunities for landowners. A win-win!

The launch of this ground-breaking platform took place in three steps: 1- Find Lands Before launching publicly, BRP had to populate the platform with existing and exciting lands. They reached out to each and every landowner through a highly geotargeted search and social campaigns across many regions of the United States inviting them to sign up to the Uncharted Playgrounds platform. Since their goal was to offer as many different experiences as possible, it was key to the platform adoption to have a variety of locations, course types, availability, and prices. 2- Invite Riders Once the platform was live with multiple locations and lands to be discovered, they encouraged riders to book their next adventure through Uncharted Playground and explore new territories through targeted digital publications across all available regions. 3- Optimize and Share As bookings occurred in many different regions, they adjusted their campaign based on
real-time results.

These results quickly became an invaluable source of insights for the growth of the platform, but also all BRP brands for new vehicle purchase. They began to leverage booking and online visitor data as well as engagement metrics to adjust their promotional offers to buy a new BRP vehicle regionally. Data that was shared with other BRP brands also helped to identify high-potential markets for future dealership development. With the help of their vibrant community, the strategy quickly became a success. Instead of pushing more product-related messages, they were helping the riders to use their vehicle and
the company perennity.

Uncharted Playgrounds was a game-changer! The number of off-road riders that bought a BRP increased by 36 % year over year. Since its launch, the number of active regions and available playgrounds in
the platform doubled.

Moreover, the number of new entrants reached more than a fifth of their BRP sales. The strategy fueled by Uncharted Playgrounds contributed to an increase of 40% in search volume, and ultimately to a general increase in sales for all BRP brands available in the platform regions.

They also offered business insights to the global brand while the campaign was running to ensure that they were as efficient towards highlighted performing demographics. The most impressive thing is that after less than a year, the community has already expanded to new international markets. Bringing more people to the sport, and unlocking new sales opportunities.

Credits

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BRP