Our Partnership with Yamaha Marine

Yamaha Marine is an industry leader in outboard motors and personal watercraft, trusted by boaters across Australia for reliability and engineering excellence.

Through a key promotional period Yamaha Marine needed to reach their target market, and drive demand into their dealer network over a one week period for their Mega Sale. In a highly competitive and noisy retail market, the brief for Reload was to run a media campaign that captured buyers attention, lifted dealer footfall, and improved year-on-year conversion efficiency.

10+

years

Working together

The Opportunity

Yamaha already commanded strong brand awareness in the Marine motor market regionally, so the opportunity was to strengthen that awareness and convert that broad interest into local action. Three key challenges informed the approach to the campaign:

Siloed media execution: Broad-reach media (TV and radio) and performance digital (Meta and Google) historically ran in isolation, so spikes in broadcast awareness were not clearly nurtured through digital channels and lead capture activity.
Ensuring demand generated was captured by Yamaha: When Yamaha's media investment drives demand offline, ensuring Yamaha was the brand to capture the conversion online and not intercepted by competitors.
Cutting through noise: Standard ad formats risked getting lost in a crowded sales period and a more localised approach was needed to convert passive exposure into immediate intent.

Solution

Reload Media created used a unified approach to Yamaha’s media, spanning both traditional and digital channels, working together toward consistent and measurable outcomes. This was achieved through turning more traditional (above the line) media into a direct funnel for high-intent digital conversion.

Targeted regional broadcast. A strategic TV and BVOD buy across Channel 9, Channel 7, Stan Sport and Kayo drove rapid awareness, amplified by a sports-radio partnership with SEN. Trusted live-talent reads, podcast pre-rolls and live-streaming audio put the campaign in front of local marine audiences with real credibility.

Synchronised digital capture. Performance channels were linked directly to the traditional ad placements, audiences and amplification timings. Paid Social (Meta) and Google Performance Max and Demand Gen campaigns scaled dynamically to capture local search queries and lifestyle interest the moment prospects were exposed to the broadcast ads.

Frictionless leads to dealers. The digital conversion path was streamlined to capture high-intent customers, sending interested customer details straight to local dealerships, ready to convert when the customer walks onto the dealership floor.

Our Results

Across the short campaign burst period of a week, the campaign delivered targeted results across the south east queensland geographic region year on year:

Overall Campaign Results YoY:

+50% increase in website sessions
+70% increase in new website users
Specific Media Channels:
- Linear TV: 111% TARP Deliverability
- Radio: 168% Spot Deliverability