Sol & Matheson for Yamaha Motor Europe

MT Tour The Dark Side of Japan

The Challenge

To give as many consumers as possible the opportunity to test and experience the most popular motorcycle range in Europe and submerge them in the world of Yamaha MT; ‘The Dark Side of Japan’.

The Brief

SMC were briefed to develop, create and coordinate a dedicated pan-European customer activation tour for the Yamaha MT models, providing customers the opportunity to test the full MT range and experience ‘The Dark Side of Japan’.

The Solution

SMC created, produced and coordinated a platform for Yamaha distributors and dealers to engage with their local markets through an extensive experiential tour programme across Europe. Not only did we take care off all logistical, operational and on-site event management responsibilities. We covered the online, social and offline marketing and communication tools as well as special night events to experience the brand identity.

The Outcome

From concept creation to final event, the project ran successfully for almost a full calendar year with:

  • Tens of thousands of -potential- Yamaha customers testing the various Yamaha models
  • 146 event days were realised, spread out over 67 cities in 18 countries
  • The Tour proved a great tool for distributors and dealers to generate extra sales and thus meet or even pass their sales targets
  • A Consistent Brand image was created for all distributors and dealers by offering a MarCom tool kit for a pan-European campaign

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