Introduction

Beneteau Group (formerly REC Boat Holdings) planned to introduce the world to their new wake surf boat the Four Winns TS222 model at the 2015 Miami International Boat Show – the biggest boat show in the world. The boat was outfitted with new forward drive propulsion technology from Volvo Penta – the drive would also be making its debut at the boat show. They sought the expertise of LOOK Marketing to develop a video as part of the overall integrated marketing launch strategy to meet the following objectives:

• Position the Four Winns TS 222 as the ideal recreational tow boat for families with pre-teen and teenage children.
• Communicate the benefits of the boat’s cockpit area, its wake shaping capabilities, and surf creating abilities while maintaining a focus on the safety and efficiency of the Volvo Penta forward drive engine and the feature to fine-tune the wake.
• Connect the brand’s tag line, “Life Should be a Beautiful Ride” to the Four Winns TS222.

The Intersection of Inspired Creativity and Marketing Strategy

LOOK Marketing had a clear concept of the creative direction for the video. They wanted to show that with the Four Winns TS222 any lake could be a surfing paradise, and that families in landlocked areas of the United states – would be able to experience the cool surfing lifestyle.

Inspired by the surfing mecca of Hawaii with its beautiful beaches, majestic palm trees dancing in the wind and iconic status in movies and pop-culture, the LOOK Marketing video production team set their goal to create the Hawaii experience on the lake.

With the creative concept of “Lake Hawaii” developed, the team looked at insuring that key benefit messages connected to the features of the Four Winns TS222 would be integrated in the video. Those included:

“Lake Hawaii” Video

Award

Space Coast Chapter of the American Advertising Federation

• 2016 GOLD ADDY: Internet Commercial