As part of its “Go Boldly” global brand campaign, Mercury Marine has created a new video of the same name. The less-than-two-minute video blends spectacular above- and below-water scenes with Mercury outboard engine-equipped powerboats in action. According to a press release from the Fond du Lac, Wis., marine engine and accessories company, the Go Boldly campaign “inspires confidence while capturing the high level of excitement and energy around the Mercury brand.”
To view the new Mercury Marine Go Boldly video, click on the image above.
“We set out to develop a powerful and own-able brand essence for Mercury Marine that will compliment and accentuate our world-class products,” said Michelle Dauchy, Mercury Marine’s chief marketing officer, in the release. “Go Boldly creates an emotional connection with our customers with the goal to create an unprecedented level of brand loyalty that we hope will create customers for life.”
According to the release, the new campaign was designed with the help of Miami based Markham & Stein, an agency with more than a decade of work in the marine industry to its credit. The idea of Go Boldly was fashioned to differentiate Mercury Marine from the competition while strengthening relevance with core customers and building brand loyalty across the entire product line, the release stated.
“Through extensive consumer research around the world, we saw a real opportunity to direct our marketing efforts towards the end consumer,” said Dauchy. “Our job at Mercury Marine is to empower boaters to enjoy their time on the water and create life-long memories. Go Boldly embodies that aspirational pursuit of adventure and how Mercury creates those memories for the boater.”