To give as many consumers as possible the opportunity to test and experience the most popular motorcycle range in Europe and submerge them in the world of Yamaha MT; ‘The Dark Side of Japan’.
SMC were briefed to develop, create and coordinate a dedicated pan-European customer activation tour for the Yamaha MT models, providing customers the opportunity to test the full MT range and experience ‘The Dark Side of Japan’.
SMC created, produced and coordinated a platform for Yamaha distributors and dealers to engage with their local markets through an extensive experiential tour programme across Europe. Not only did we take care off all logistical, operational and on-site event management responsibilities. We covered the online, social and offline marketing and communication tools as well as special night events to experience the brand identity.
From concept creation to final event, the project ran successfully for almost a full calendar year with: