The Brief: IMC was preparing to launch one of their biggest initiatives, the race-inspired FTR-1200. It was going to be the first American-made flat tracker motorcycle, which was a big deal in the category. People had been clamoring for a street-legal version of the FTR 750 (racing bike) for ages. The project had been rumored for over a year (and kept a secret.) It was important. We wanted to announce it in a unique way.
The Strategy: We wanted people to understand that this bike had a genesis of unmatched performance on the race track. That it was, quite literally, born in the dirt and built for the street (which ended up being a pretty sweet headline.) So we positioned the bike as “straight from the track, to your garage.”
The Result: We leaned into our strategy, and created a very real interpretation of “straight from the track, to your garage.” We put an actual garage on an actual flat track and had famed IMC racer Jared Mees slide full speed into it.
Jared Mees rides really fast.