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Author Topic:   Evinrude Wins Again

jimh posted 09-10-2009 11:33 PM ET (US)
Evinrude's recent promotional campaign, "Spend More Time on the Water," has won a prestigious advertising award: the 2009 North American Silver EFFIE in the leisure products category. For details see
http://www.effiejournal.com/effieawards/2009ea/
The EFFIE described the campaign as follows:
"Facing a shrinking pool of customers due to economic and distribution challenges and strong competition from industry leaders Mercury and Yamaha, Evinrude needed to find a new more meaningful point of difference. Research showed that Evinrude was beginning to build a reputation for requiring the least amount of maintenance. This resonated with consumers who hated the hassle and cost of outboard maintenance. Now, Evinrude could promise more time on the water and less time in the dealership."
Part of the campaign was a beautifully photographed DVD presentation in which the host or narrator is Evinrude's own CEO, Roch Lambert. He does an excellent job of conveying Evinrude's talking points in the film as he spends time on the water with several boaters and fishermen.
You can get a copy of the "Spend More Time on the Water" DVD from your dealer, or from:
http://www.evinrude.com/en-US/Media.Center/Order.Dvd.Brochure.htm
I say "Evinrude Wins Again," because an earlier DVD production and broadcast and cable television informercial was awarded a SILVER HUGO for 2005 in the Television Infomercial Category. This production was the now famous presentation of multiple challenges, where the E-TEC was pitted head-to-head against competitor engines and the outcome filmed. It was the first such long form promotional presentation, was gorgeously photographed, and propelled outboard motor marketing into an entirely new realm of sophisticated audio-video presentation to the customer.
Also, it seems appropriate to say "again" because Evinrude was named the winner of J. D. Power Customer Satisfaction Award for direct injection two-cycle outboard engines for 2009.

number9 posted 09-11-2009 12:54 AM ET (US)
Evinrude has won a prestigious advertising award. Possibly after the vote at Mercury the corporate guys will think to use some of the cost savings and invest in another ad agency to promote their products.
Advertising awards have nothing to due with a product's suitability or reliability.
fishgutz posted 09-11-2009 09:29 AM ET (US)
The Tohatsu DVD should get an award for worst. At the end of the DVD they interview a Tohatsu mechanic (I think he's a mechanic) and he mispronounces the name "Hotatsu". Too funny.
20dauntless posted 09-11-2009 12:04 PM ET (US)
Time to trade in my Honda!
Kingsteven18 posted 09-11-2009 05:37 PM ET (US)
[Pointed to a link to a commercial called "The Hat" and asked if this was the campaign that won the award--no it was not.--jimh]
dnh posted 09-11-2009 08:43 PM ET (US)
Etecs are great. No one actually owns them.
They are I think Canadian but close to Michigan and probably were even closer when actually an American product OMC. I am sure all Whaler owners on this site wish they had Etecs but apparently no one else cares. A 0.00000001% market share is not worthy of an article.
jimh posted 09-11-2009 08:46 PM ET (US)
Among marine outboard engine manufacturers, it has been No-Contest for the last five years. Evinrude's promotional material, particularly their audio-visual material, has been far superior to the competitors. Evinrude's promotional material has been so outstanding that it has won prestigious national awards for best advertising--not just in recreational marine, but in all consumer advertising in some cases.
I should also mention that in a huge television event, the Daytona 500 broadcast, the Evinrude commercial that aired was found to be the most memorable. This is another huge win for Evinrude promotional material.
Of course, there is a difference between the promotional material and the product. Promotion of a product brings interested potential buyers to the point of sale. It does not automatically sell the product. In that regard, E-TEC seems to be doing well if we judge it by the metric of how many classic Boston Whaler boats have been re-powered with an E-TEC.
I still enjoy watching the original Evinrude DVD. It was so beautifully photographed that it's enjoyable just for the beauty of the marine environments it shows you.
fourdfish posted 09-11-2009 09:14 PM ET (US)
[Deleted]
glen e posted 09-11-2009 09:33 PM ET (US)
I can imagine late night at jim's house - him and the BRP DVD...along the lines of Howard Hughes and "Ice Station Zebra"....
fourdfish posted 09-11-2009 09:45 PM ET (US)
[Deleted]
jimh posted 09-11-2009 09:52 PM ET (US)
The reason I have so much admiration for the spectacular quality of the photography in the Evinrude DVD from years ago--which they have never quite equalled in subsequent productions--is that I have worked for the last 33 years in the professional video and audio production business. As a results, I can recognize really superior work from the lousy trash that comprises so much of what is produced today.
The winning of two national awards for advertising is confirmation that Evinrude's advertising and promotional material is very well done.
L H G posted 09-11-2009 10:35 PM ET (US)
[Changed Topic to begin what appears to be some sort of ad hominen attack. This is particularly ironic inasmuch as L H G has claimed that he himself is the victim of such attacks. In any case, the new topic was completely irrelevant and has been deleted--jimh.]
jimh posted 09-11-2009 11:09 PM ET (US)
ASIDE to Glen E: I wasn't aware of Howard's Hughes' obsession with ICE STATION ZEBRA. I think I will add it to my Net-Flicks queue.
Glen has a wide range of trivia knowledge. For example, he knows who said, "Raymond Shaw is the kindest, bravest, warmest, most wonderful human being I've ever known in my life."
This is precisely the way Glen and I feel about each other.
glen e posted 09-11-2009 11:24 PM ET (US)
exactly, James.....at least you're deleting fourdface...that's a start.
When HH was holed up in the top floor of his Vegas digs he watched Ice Station non stop for weeks as he slowly medicated himself to death...
glen e posted 09-11-2009 11:31 PM ET (US)
from Wiki:
Reclusive billionaire Howard Hughes, who had experience both as a movie producer and a defense contractor for the U.S., is said to have watched Ice Station Zebra dozens of times on a continuous loop in his private hotel suite during the years prior to his death. VCRs and Laserdiscs, much less DVDs, weren't yet available —the film was shown in the form of a spooled print running through a film projector onto a traditional screen.
number9 posted 09-11-2009 11:54 PM ET (US)
And witnessed other Topics that have been declared not within the CW guidelines and removed.
Reckon I'd even get a warm and fuzzy feeling watching those award winning advertising video during the long winter while the boat was winterized.

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Author	Topic: Evinrude Wins Again
jimh	posted 09-10-2009 11:33 PM ET (US) Evinrude's recent promotional campaign, "Spend More Time on the Water," has won a prestigious advertising award: the 2009 North American Silver EFFIE in the leisure products category. For details see http://www.effiejournal.com/effieawards/2009ea/ The EFFIE described the campaign as follows: "Facing a shrinking pool of customers due to economic and distribution challenges and strong competition from industry leaders Mercury and Yamaha, Evinrude needed to find a new more meaningful point of difference. Research showed that Evinrude was beginning to build a reputation for requiring the least amount of maintenance. This resonated with consumers who hated the hassle and cost of outboard maintenance. Now, Evinrude could promise more time on the water and less time in the dealership." Part of the campaign was a beautifully photographed DVD presentation in which the host or narrator is Evinrude's own CEO, Roch Lambert. He does an excellent job of conveying Evinrude's talking points in the film as he spends time on the water with several boaters and fishermen. You can get a copy of the "Spend More Time on the Water" DVD from your dealer, or from: http://www.evinrude.com/en-US/Media.Center/Order.Dvd.Brochure.htm I say "Evinrude Wins Again," because an earlier DVD production and broadcast and cable television informercial was awarded a SILVER HUGO for 2005 in the Television Infomercial Category. This production was the now famous presentation of multiple challenges, where the E-TEC was pitted head-to-head against competitor engines and the outcome filmed. It was the first such long form promotional presentation, was gorgeously photographed, and propelled outboard motor marketing into an entirely new realm of sophisticated audio-video presentation to the customer. Also, it seems appropriate to say "again" because Evinrude was named the winner of J. D. Power Customer Satisfaction Award for direct injection two-cycle outboard engines for 2009.
number9	posted 09-11-2009 12:54 AM ET (US) Evinrude has won a prestigious advertising award. Possibly after the vote at Mercury the corporate guys will think to use some of the cost savings and invest in another ad agency to promote their products. Advertising awards have nothing to due with a product's suitability or reliability.
fishgutz	posted 09-11-2009 09:29 AM ET (US) The Tohatsu DVD should get an award for worst. At the end of the DVD they interview a Tohatsu mechanic (I think he's a mechanic) and he mispronounces the name "Hotatsu". Too funny.
20dauntless	posted 09-11-2009 12:04 PM ET (US) Time to trade in my Honda!
Kingsteven18	posted 09-11-2009 05:37 PM ET (US) [Pointed to a link to a commercial called "The Hat" and asked if this was the campaign that won the award--no it was not.--jimh]
dnh	posted 09-11-2009 08:43 PM ET (US) Etecs are great. No one actually owns them. They are I think Canadian but close to Michigan and probably were even closer when actually an American product OMC. I am sure all Whaler owners on this site wish they had Etecs but apparently no one else cares. A 0.00000001% market share is not worthy of an article.
jimh	posted 09-11-2009 08:46 PM ET (US) Among marine outboard engine manufacturers, it has been No-Contest for the last five years. Evinrude's promotional material, particularly their audio-visual material, has been far superior to the competitors. Evinrude's promotional material has been so outstanding that it has won prestigious national awards for best advertising--not just in recreational marine, but in all consumer advertising in some cases. I should also mention that in a huge television event, the Daytona 500 broadcast, the Evinrude commercial that aired was found to be the most memorable. This is another huge win for Evinrude promotional material. Of course, there is a difference between the promotional material and the product. Promotion of a product brings interested potential buyers to the point of sale. It does not automatically sell the product. In that regard, E-TEC seems to be doing well if we judge it by the metric of how many classic Boston Whaler boats have been re-powered with an E-TEC. I still enjoy watching the original Evinrude DVD. It was so beautifully photographed that it's enjoyable just for the beauty of the marine environments it shows you.
fourdfish	posted 09-11-2009 09:14 PM ET (US) [Deleted]
glen e	posted 09-11-2009 09:33 PM ET (US) I can imagine late night at jim's house - him and the BRP DVD...along the lines of Howard Hughes and "Ice Station Zebra"....
fourdfish	posted 09-11-2009 09:45 PM ET (US) [Deleted]
jimh	posted 09-11-2009 09:52 PM ET (US) The reason I have so much admiration for the spectacular quality of the photography in the Evinrude DVD from years ago--which they have never quite equalled in subsequent productions--is that I have worked for the last 33 years in the professional video and audio production business. As a results, I can recognize really superior work from the lousy trash that comprises so much of what is produced today. The winning of two national awards for advertising is confirmation that Evinrude's advertising and promotional material is very well done.
L H G	posted 09-11-2009 10:35 PM ET (US) [Changed Topic to begin what appears to be some sort of ad hominen attack. This is particularly ironic inasmuch as L H G has claimed that he himself is the victim of such attacks. In any case, the new topic was completely irrelevant and has been deleted--jimh.]
jimh	posted 09-11-2009 11:09 PM ET (US) ASIDE to Glen E: I wasn't aware of Howard's Hughes' obsession with ICE STATION ZEBRA. I think I will add it to my Net-Flicks queue. Glen has a wide range of trivia knowledge. For example, he knows who said, "Raymond Shaw is the kindest, bravest, warmest, most wonderful human being I've ever known in my life." This is precisely the way Glen and I feel about each other.
glen e	posted 09-11-2009 11:24 PM ET (US) exactly, James.....at least you're deleting fourdface...that's a start. When HH was holed up in the top floor of his Vegas digs he watched Ice Station non stop for weeks as he slowly medicated himself to death...
glen e	posted 09-11-2009 11:31 PM ET (US) from Wiki: Reclusive billionaire Howard Hughes, who had experience both as a movie producer and a defense contractor for the U.S., is said to have watched Ice Station Zebra dozens of times on a continuous loop in his private hotel suite during the years prior to his death. VCRs and Laserdiscs, much less DVDs, weren't yet available —the film was shown in the form of a spooled print running through a film projector onto a traditional screen.
number9	posted 09-11-2009 11:54 PM ET (US) And witnessed other Topics that have been declared not within the CW guidelines and removed. Reckon I'd even get a warm and fuzzy feeling watching those award winning advertising video during the long winter while the boat was winterized.