The mission
Canada’s boundless expanses and unique weather conditions make its ATV and side-by-side market one of a kind. This is even truer during the winter season, when snow and ice-covered trails present an additional challenge for ATV enthusiasts! The Traxion Offroad company knows this very well. For several years now, it’s been developing products customized to meet the unique needs of Canadians, culminating in Glacius, its flagship product: the world’s only winter tire designed for ATVs and side-by-sides. For the 2023-2024 season, Traxion Offroad gave Prospek an ambitious challenge. In a market where riders usually stud their regular tires to take on winter conditions, Prospek was tasked with promoting the appeal of Glacius tires.
The solution
To maximize the message’s reach within ATV enthusiast communities, a multichannel campaign with very precise targeting was rolled out from October to February—the pivotal period for winter products. Across Google, Meta, programmatic and theme-based forums (like Reddit), the objective of the tactics was to place Traxion Offroad at the heart of the chats among ATV and side-by-side owners as they were preparing for the change of season. To add a precious dose of authenticity to the campaign, adventure-themed messages were combined with product action photos and videos captured by industry influencers.
The result
With this approach entirely based on target audience insights, coupled with a fine-tuned media deployment, the campaign succeeded at inspiring increased interest in the brand and its flagship Glacius tire, all while positioning Traxion Offroad as a Canadian leader in the specialty tire market for ATVs and side-by-sides. The campaign generated nearly 8 million impressions for the brand and tens of thousands of visits to the website. But beyond the figures, it made Glacius top of mind with the target clientele as the solution when the time comes to set off on adventure and enjoy winter to the fullest. Online searches on the Glacius tire during the period also increased 77% over the average for the two previous years.
“In the winter, ATV enthusiasts add studs to their tires—it’s been this way forever. At least until Traxion Offroad designed a tire specifically for the season. It may seem simple to promote such a product, but it was in fact quite a challenge: it was no small thing to break an age-old habit in this community of enthusiasts to create a “eureka!” moment and inspire them to discover the Glacius offer.”
Benjamin Dumas-Boisvert
Partner and Vice-President
This campaign’s success was the result of our precious collaboration with the client to better understand the needs and behaviours of ATV and side-by-side enthusiasts and guide the strategic method in terms of media placement. This led us to the conclusion that the Météomédia, Kijiji and eBay environments were key to helping us reach 85% of ATV owners. Thus, a special offensive was rolled out on the Pelmorex network, where advertisements were displayed for people who were physically detected on ATV trails (geofencing). These advertisements were triggered when the temperature descended under a certain threshold, inspiring riders to “conquer winter” with Glacius.
Creativity-wise, the campaign was first launched with more generic visuals. But very quickly, we noticed a vastly superior performance with content from collaborations with influencers who had top credibility in the industry. The target audience’s thirst for authenticity reinforced our decision to feed the campaign with this partner content more sustainably.
The Traxion Offroad campaign highlights the importance of adapting the language and advertising approach when addressing specific communities and niche interests—like ATV enthusiasts—to have an effective influence on them. In other words, you need to make yourself one of the gang!
“Thanks to Prospek’s strategic approach, Glacius has become a must-have for winter adventure. The team delivered a targeted campaign that increased the appeal of this unique tire among the ATV/side-by-side communities and fueled our brand’s positioning as a Canadian leader.”
- Philippe Clermont, VP Ecommerce
