Yamaha Gear Ultima: Yama Gear - The Abusive Product Launch

Competitors were admired for sleek designs and efficiency, yet criticized for their easily broken
frames. To launch Yamaha Gear Ultima as the challenger, we turned their weakness into our
strength, positioning our product as the toughest scooter.
We created the first commercial that showcased real endurance, featuring a Sumo who threw,
squeezed, and abused the scooter before inviting the audience to try it themselves. Dealers
across Indonesia joined the challenge, creating their own extreme tests.
We earned 20M brand video views, 51 dealer EGCs, 30M organic dealer video views, and 100%
positive sentiment with 0 KOLs and 0 prizes.