TOUGH TESTS FOR TOUGH BOATS
Among the nation’s 1,500 boat brands, Triumph had the unique distinction of manufacturing a plastic boat. While indestructible, this “ugly duckling” had not fared well with status and brand-conscious boaters.
Rather than compete on others’ terms: a beauty contest on the water, we set out to change the argument. Our goal was to make Triumph “the World’s Toughest Boat” by demonstrating the brand’s superiority.
We created the Research and Development Lab with “true life” torture tests. Taking suggestions from owners, the idea to tow a Triumph without a trailer inspired “The Bubba Test.” This video literally put Triumph on the map as boaters and dealers sent it “viral” before we all knew what viral was. Free exposure for the price of good story telling. Dealer inquiries grew sixfold.
Next, we threw a Triumph boat off a cliff while a skeptical magazine writer watched. A video captured it and perpetuated the brand story. Boater Magazine then did their own torture test and declared “Triumph Lives Up to the Hype.”.
As it turns out, videos with “cheating” in the title are popular on video sites. So we created a video based on a “cheating spouse” that prominently featured a Triumph boat. It was filmed in one take just like the amateurs on YouTube. .
An online argument ensued - “Is it real or is it fake?” Inside Edition had to let their 5.2 million viewers know.
Free exposure for the price of good story telling. Dealer inquiries grew sixfold.