Read on to Learn How
Lowrance, a leading brand in marine electronics, is renowned for its cutting-edge sonar and GPS systems, making it a go-to choice for anglers worldwide. Owned by Brunswick Corporation, a global leader in marine, fitness, and recreational products, Lowrance operates within a network of innovation-driven brands. This case study showcases how we executed and produced marketing collateral to support the successful global launch of their Recon trolling motor.
Project Name: Lowrance Global Product Launch Campaign
Client: Lowrance (Parent Company: Brunswick Corporation)
Term: May 2024 – July 2024
Determine how to position the Recon trolling motor effectively for both saltwater and freshwater anglers.
Showcase the seamless integration of the trolling motor with new and existing sonar systems.
Produce all global point-of-sale, e-commerce, and trade show materials for fresh and saltwater markets.
Develop content to support SEO strategies based on consumer queries and value propositions.
Deliver both motion and still media to communicate the benefits of the product ecosystem.
Identified key value propositions to optimize conversion for two distinct customer segments: freshwater and saltwater anglers. Developed a comprehensive marketing approach to visually showcase these benefits through still photography and motion commercials.
Developed a comprehensive script and storyboard that seamlessly integrated the entire product ecosystem. The focus was on highlighting product value propositions to reduce friction in wholesale and digital storefronts. This approach ensured that both saltwater and freshwater use cases were visually distinct while presenting a cohesive narrative for the product’s versatility.
Managed the production of the project from A to Z, ensuring seamless coordination across all stages, from pre-production to final asset delivery.
We identified three core value propositions for the Recon trolling motor that informed all campaign materials. The strategy included creating a cohesive television spot for top-of-funnel prospecting and 15-second cutdowns for retargeting e-commerce efforts. Starting with market research, we developed scripts and storyboards to align messaging. The production spanned multiple U.S. locations, capturing saltwater footage in the Florida Keys and San Diego, and freshwater footage in Lake Michigan. The unique integration of product attributes and segmented use cases ensured clear communication of benefits for each market within a unified campaign.
We needed to identify distinct customer segments, address specific value propositions, and navigate diverse environmental requirements to execute an effective global product launch. Key questions included:
Who are the primary customers for freshwater and saltwater use cases, and what value propositions resonate with them?
How do we visually integrate the product’s versatility for both markets into a cohesive campaign?
How do we leverage market research to highlight overlapping and niche-specific product attributes?
How can SEO strategies inform the messaging to ensure maximum impact across digital storefronts?
30-second television commercial for top-of-funnel prospecting.
Three 15-second cutdowns for e-commerce and retargeting campaigns.
Motion and still photography for global distribution across websites, point-of-purchase displays, and retail environments.
Trade show collateral for International Marine Expos.
"We captured the value of every feature visually. It was a tall task, but the teams background in product really helped us streamline our approach towards communicating everything."
The integrated marketing strategy and creative execution resulted in a successful product launch that positioned Lowrance Recon as an industry leader in trolling motors. The produced materials achieved global visibility across digital and physical retail landscapes, driving initial launch goals and creating a strong foundation for ongoing product distribution.
The comprehensive collateral positioned Lowrance as an innovative force in both freshwater and saltwater markets. By integrating market research into creative and advertising strategies, the project ensured that the Recon trolling motor resonated with its target audiences. This approach positioned the product as a benchmark in the industry, strengthening Lowrance’s market credibility and paving the way for sustained growth.
Strategy and Implementation: Rare Breed Films x Giard & Co.
Production: Rare Breed Films
This project underscored the importance of thorough market research in uncovering value propositions that resonate with distinct consumer demographics. By aligning product messaging with customer needs, the campaign successfully communicated the benefits of the Recon trolling motor across diverse environments. The integrated approach set a new standard for product launches in the marine industry.
The strategies developed during this project highlight the future of integrated product marketing, seamlessly combining creative and advertising strategies for both digital and physical retail landscapes. The content and frameworks created continue to inform Lowrance’s marketing strategies, ensuring long-term scalability and adaptability in the competitive marine electronics market.
