X Generation

Yamaha X Generation [Project : 2011]

Yamaha X Generation

X Generation is my Favorite Project when I was work as Promotion Manager in Yamaha.

X Generation is the most special activity, Innovating & creating new benchmark event as role model, the breakthrough way to success a big event without National Artist.

Challenge

First, from our analysis based on market report, we found Yamaha Image as Umbrella Brand for all line up product not strong enough to reach Middle-Up Consumer Mind set. Yamaha only strong in low segment market. Yamaha image among the customers and Yamaha Sales/Front liner people itself was a Low Class Product.

Second, We have several product such as Xeon, Jupiter MX and V-ixion who had so many potential features on technology, engine performance and design but have slow response from our market/communities.

Strategy

Product with Superior advantages such as Xeon, Jupiter MX and V-ixion could be use as Yamaha icon or flagship product in each category (matic, moped and sport) to support Yamaha images “Semakin di Depan”, High tech, Exclusive, Cool, Unique and Dynamic . These images have become standard for choosing motorcycle product on middle up customer. We’ll choose urban/hobbies communities that representative exclusive, high tech, cool and dynamic image. We also want to encourage our Sales/ Front liner people that Yamaha also have Superior product with this campaign.

Concept

Yamaha X Generation Campaign. The words ”X Generation” means New Generation that eXclusive, eXtra Modern (High Tech), eXtra Cool, eXtra Dynamic,  using eXtra Ordinary event and attending by eXtra Active people (communities).  We involving Urban/Hobbies Communities to  promoting and joining our company event. In this campaign, we have 3 point competition to conspicuous our 3 product character by collaborating 3 game competition based on its characters:  Xeon – Airsoft Gun IPSC Competition (Extraordinary people, Think different, Unique taste), Jupiter MX – RC Drift Competition (Racing taste, Challenges lover, but Safety minded) , V-ixion On-line Game Competition (Innovation, Smart, Enjoy People). For making crowd engine for middle up segment, we made another competition such as : Ambience Photography Contest, Cosplay Contest, Lip Sync Contest, Facebook upload photo contest, also 20 Community Performances. (Band Japan, Karate Dance, Girlband, Dance, Hip hop, Female Dj, etc). To provide segment enlargement from Middle Segment and Middle-Low Segment , we chose the right Mall as a place for providing the Crowd .

Pre Event : All Community Base Camp + Forum & Soc-med, Big Bang : 2 days event @Royal Plaza, Post Event : TV Special Program + Forum & Social-Media.

 

Use of Media

Result

  • X-Generation become most unique Automotive Event in 2011
  • Success Buzz and Word of Mouth around Communities.
  • Success Creating Yamaha Exclusive Images with Superior Product.
  • Renovate Sales/Front Liner mental & mindset internally
  • Success increase Yamaha Market Share for Xeon, Jupiter MX and V-ixion where the event was held and still increasing in 3 months after event , then reaching the new equilibrium.
  • Success for lifting up SES grade for Yamaha Low End buyers, decrease NPL grade (Non Performing Loan), ==> interest rate goes down ==> more competitive sales.
  • X-Generation becoming benchmark event.
  • Successfull event without  National Artist that is  fully with people crowded from days to night for 2 days long. In the contrary with the past formula that provide National Artist is a must for a successful and crowded events.

Photos:

The X Generation Event Photos

Main Stage

Main Stage

Top View

Top View

Top View from Front

Top View from Front

Entering Gate

Entering Gate

Curiosity Maker

Curiosity Maker

The Crowded

The Crowded

Venue at 10:30am

Venue at 10:30am

Venue at 10:00pm

Venue at 10:00pm

RC Drift Competition

RC Drift Competition

X Generation On-line Games Competition

X Generation On-line Games Competition

X Gen model photo contest

X Gen model photo contest

SBO tv live report

SBO tv special report

Peak Action Show Ambiance

Terrorist & mystery cargo box

Terrorist & mystery cargo box

The Terrorist in the event field

The Terrorist in the event field

Counter Terrorist Operation Begin !!!

X Generation Special Force in Action"Down from the Roof"

X Generation Special Force in Action”Down from the Roof”

Field Clearing by Special Ops.

X Gen special force in action

X Gen special force in action

Terrorist fight back

Terrorist fight back

After…hot several sequence Close Quarter Battle in the Mall…

Terrorist had been kill

Terrorist had been kill

Special Force Secure the Mall & the Mystery Cargo Box

X Gen special force win, secure the Mall and secure the cargo box target

X Gen special force win, secure the Mall and secure the cargo box target

Mystery Cargo Box Opened

Mystery Cargo Box Opened

Party Time !!!

X Gen sexy dancer

X Gen sexy dancer

About Wiyanto Sudjono

SIC Integrity Visioner Strategic - Innovation - Creative Integrity Visioner

Posted on June 5, 2012, in Creative Ideas, Innovative Visions, New Wave Strategy and tagged , , , , , , , , , , , , , , . Bookmark the permalink. 1 Comment.

  1. I precisely had to thank you very much yet again. I am not sure what I would’ve taken care of in the absence of those creative ideas contributed by you relating to that area. It absolutely was the challenging crisis in my view, but viewing a expert tactic you processed the issue took me to weep for contentment. I’m just happy for the help and thus expect you really know what an amazing job you happen to be getting into teaching the others thru your web page. More than likely you’ve never met all of us.

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