YEAR
2015
PROJECT
Brave Launch
CLIENT
Winnebago
The Lowdown
Winnebago introduced an all-new Brave motorhome model – a modern expression of the iconic 1970’s “eyebrow” design that helped establish the brand as a namesake of the RV category.
Fun Fact
DKY ended up buying the original Brave model featured in the campaign so our staff could take turns hitting the road with our family and friends. It was a great way for us to experience the campaign in real life, and for our staff to enjoy and learn firsthand about the RV and Winnebago experience.
The Client Strategy
The RV industry was crowded with dozens of competitive brands struggling to stand out and create clear separation from the pack. The new Brave was a strategic move to remind prospects, dealers, and the industry that Winnebago is still the leader and trailblazer for the industry. There is no RV like a Winnebago.
How We Helped
DKY built an inspiring launch campaign that showcased the legacy and innovation of Winnebago and celebrated the essence of the RV lifestyle: fun, adventure, and belonging.
What We Did
- Creative Concepting and Design
- Dealer Materials
- Website Design and Development
- Advertising Campaign
- Event Signage and Materials
Why It Mattered
The Winnebago Brave took the industry by storm, winning praise and accolades from the trades, dealers, and customers alike. It even won RV of the Year from both RVIA and RVBusiness magazine. In addition to providing a boost to sales across the product lines, the Brave launch pushed Winnebago into the industry limelight once again, solidifying its leadership positioning.
What the Client Said
“This is the most exciting product launch I’ve ever been involved with.”
– Randy Potts, Winnebago Industries’ Chairman, CEO and President
