Despite Spyder’s popularity in Canada, the 3-wheeled vehicle had not yet been able to gain traction in the United States. For years, BRP attempted to go head-to-head with the market leaders (Harley-Davidson, BMW, etc.), abiding by the industry codes of masculinity, virility and rebellion. But the Spyder is distinctly different from motorcycles and Spyder riders are distinctly different from motorcycle riders.

After extensive research and analysis of fundamental consumer insights, we realized that we were not courting the right people; unlike conventional bikers, Spyder enthusiasts follow the straight and narrow and want to safely explore the great outdoors. It was from this realization that the worldwide Open Your Road campaign was born. To offer a community of adventurers who normally wouldn’t consider this mode of transportation the opportunity to answer the call of the wild.

With the launch of Open Your Road, we went beyond aligning brand messages across the sales funnel by developing a multi-channel, multi-region strategy, through the optimization of creative executions based on cultural sensitivities, consumer reactions and media in real time.