70-Year Anniversary Dealer Activation
The Challenge
How can a global brand with seven decades of heritage celebrate its 70th anniversary in a way that reaches riders, boaters, and dealers alike, while staying true to its spirit of innovation and fun? Yamaha Motor Benelux wanted to mark this milestone with a physical, interactive activation that would create pride internally, drive dealer traffic, and engage consumers both in-store and online.
The Brief
Develop a plug-and-play dealer POS concept that celebrates Yamaha’s 70 years of innovation through experiences rather than nostalgia. The activation needed to combine physical visibility with the developed digital interaction, be quick to set up in dealerships, and align with Yamaha’s corporate guidelines, using official anniversary branding.
The Solution
SMC Agency created a complete in-store activation kit and digital engagement assets for Yamaha Motor Benelux.
Each dealer was visited by our merchandise team with a ready-to-install POS package featuring a custom 70-Years display cube, floor mat, counter display with QR cards, posters for consumers and a limited-edition art print. The interactive element encouraged consumers to scan a QR code, unlock an AR experience, and share their participation online.
SMC coordinated design, production, fulfillment, and on-site installation across the Benelux, covering 108 dealerships in just one week. Each dealer visit also included a personal handover of a framed art print to thank them for their ongoing partnership and contribution to Yamaha’s success.
The Outcome
The 70-Year Anniversary Dealer Activation brought Yamaha’s celebration to life across the Benelux, generating visibility, engagement, and dealer pride. With a consistent look and feel across PTW and Marine locations, the campaign strengthened Yamaha’s brand presence and deepened its connection with both customers and its valued dealer network, honoring 70 years of innovation, passion, and Kando.
See how it worked.
