We knew the best way for their audience to experience the full capabilities of RANGER was to give them an inside look into how the pros use their machines every day.
Polaris came to us looking for a way to market all of the different accessories and customization options available to those who are in need of RANGER, but it couln’t be a simple showcase of product. In order to make a true impact, we needed to connect these options to real world challenges, and the people who use RANGER to overcome.
Letting brand ambassadors take the driver’s seat to make something that represents them is the best way to show the versatility of RANGER while still remaining 100% authentic to their needs.
We knew the best way to highlight these vehicles and pay off the Driven to Do More brand mantra was to focus on the ambassador’s themselves—shifting the approach from product-focused stories to people-focused ones. By telling each ambassador’s story first, we could more organically demonstrate how RANGER supports and enhances their everyday activities.
Polaris Ranger has long been a symbol of hard work and dedication to one’s craft.
These vehicles—dubbed RANGER Collections—were created by the brand ambassadors themselves; as they chose the accessories they would want on each machine to make them best suited to their areas of expertise:
Host and Producer of DIY Network's "Barnwood Builders"
Renowned Big Game Hunters and Hosts of "The Crush"
Renowned Waterfowl Hunter and Owner of Habitat Flats
World Champion, Entrepreneur and Rancher
Enabling audiences to get an inside look into the specific options and stories of their favorite influencers allowed Polaris to strengthen connections with fans in a human level. Telling real world stories of what it means to have a tool that is specifically tailored to your needs.
The result was four unique content pieces that reinforce RANGER’s brand values of hard work and dedication. Each RANGER Collection story brings a different facet of the Driven To Do More brand mantra to life, showing the many virtues of the product through the lens of the ambassador and highlights that authenticity is key. So we captured people’s actual reactions as they interacted with the exhibits, highlighting the benefits instead of just extolling features.
The campaign achieved impressive reach, with the Mark Bowe piece racking up the most views Polaris has ever had on their Facebook channel. Beyond reach, the campaign also successfully reinforced the RANGER ethos in an inspirational way.
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