Moonen
Moonen is a Dutch shipyard that builds steel and aluminium superyachts ranging from 25 to 50 metres. The buyers and owners of these yachts are found worldwide.
Request for Sorpasso in 1996
After being asked to ‘make a brochure for the Moonen 83’, this resulted in the commission to develop an ad campaign for 1997 and beyond. The challenge was to increase Moonen’s name familiarity among the global target group and convince them that the yard builds the best steel and aluminium yachts from 85 to 150 feet.
Strategy
Sorpasso chose to use the ‘double rings’ from the logo as a constant brand identifier for all communication tools. In addition, market research among Moonen owners showed that:
• they owned their yacht longer than other brands were owned
• they used their yacht more often than owners of yachts from competing brands
• their yacht benefitted from more specific and personal requests than yachts from competing brands
• they owned their yacht longer than other brands were owned
• they used their yacht more often than owners of yachts from competing brands
• their yacht benefitted from more specific and personal requests than yachts from competing brands
These points had resulted in an exceptional personal relationship between the product and its owners, which we translated creatively as ‘Some things are irreplaceable’. This cut-and-dry promise was visualised in every campaign segment, from corporate identity to online campaigns and from print ads to videos. In addition, the development of a strong relationship with the written media had a strong positive impact on the brand.
