Flyride Product Launch
Roles: Creative Direction, Graphic Design, Copywriting
During my time as Creative Director of Zapata's marketing and branding, the company had one major product launch - The Flyride. The product was still in final development when it was decided we had to start announcing it. This meant that there were no production models to work with yet. Getting professional video and product shots was not an option, yet there was a strong need to introduce it and start raising awareness. Details on its operation and features were also scarce. It was up to me to create the initial creative assets, product description, features and selling points to raise awareness and interest for the impending product launch.
Above is a graphic I made to promote Flyride on Zapata's own website and social media channels.
Marketing Strategy
Hydroflight is a growing, but niche recreational water sport. The challenge with Flyride was to make it appealing to seasoned hydroflight enthusiasts and to people who don't even know what hydroflight is. From my own observations I know that it can be hard to sell people on something that doesn't easily fit into any category and Flyride was a hybrid of many things. To effectively introduce this product I had to think hard about how to best define and position it. Here are some of my conclusions that helped drive the messaging and visuals generated.
- I would position Flyride as a flying "jet ski", also referred to as a personal watercraft.
- Leverage and emphasize that Flyride is the first hydroflyer ever to feature electronic flight stability, making it the easiest hydroflyer ever made.
- Appeal to a broader audience by demonstrating how easy it is to use.
- Leverage that its body and controls were extremely recognizable and intuitive, as opposed to most hydroflyers that require some level of training.
- Video and action photos should feature women and children riding it to demonstrate its family friendly.
- Develop a compelling list of selling points and features. All imagery and messaging needed to be hyper-focused on reinforcing those key points.
Artwork for in store displays and outdoor rollup banners.
Sell sheets and flyers.
