BEAVERTON, OR (BRAIN)—Yakima has launched a national marketing campaign focused on overcoming “Rack Envy.”
Developed in partnership with creative agency Stick and Move of Philadelphia (www.stickandmove.com), the campaign embraces the notion that “rack envy” is a burden that affects consumers using cumbersome and substandard methods to transport gear. The campaign will be integrated through a revamped website (www.yakima.com), a consumer catalog, national print advertising and a field marketing tour beginning this month.
“If you can relate to the envious feeling of driving down the road next to a vehicle with outdoor toys that are well-organized and securely attached, then you know about ‘Rack Envy,’" said Mike Steck, senior director for customer marketing and sustainability. “If you are using the backseat of your car or a substandard rack product, then you are experiencing a bad case of ‘Rack Envy’ and this should not be the case. New innovative products like our ForkLift, QuickBack and SkyBox LoPro give consumers an easy solution for organizing their gear combating this common condition.”
The redesigned Yakima website features new educational tools such as basic rack tutorials, video product demonstrations and a quiz that helps consumers recognize if they “suffer from Rack Envy.” The updated product catalog includes: new tools to “demystify the rack experience” featuring product feature and benefit call-out sections; four steps to choosing a rack; advanced comparison charts; a camping specific section outlining the best options for camping trips; and actual “real fake customers” that communicate the benefits of the products in an entertaining way.