Live the Boat Life
Your Boat Club
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The proposition is a no-brainer: all of the boating fun without any of the hassles. The challenge was to convey the benefits in a way that's interruptive, entertaining and easy to internalize.
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Live the Boat Life makes it simple to choose the right dock, all while glorifying time spent on the lake with family and friends.
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The ad was specifically designed to be modular, easily splitting into smaller print pieces and digital display.
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The campaign launched as a series of full-page ads in Sunday Star Tribune, extended to digital as large-format display. It was also modified for animated pre-roll and television, as well as out-of-home placements. The client's website prominently features the creative.
When tested by reader panel, Live the Boat Life proved to command reader's attention, clarify the service and value, and make readers feel positive toward the client.
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I guess it made a splash...no, no, I instantly regret the pun.
