Feb 25, 2020

Campaigns focus on boating-consumer priorities, experiences and lifestyles

As Mercury Marine employees pack up boats and exhibit materials on the heels of a successful Miami International Boat Show, the company’s marketing team will also be packing up some additional “hardware” to bring home. During the show, the Marine Marketers of America (MMA) honored Mercury Marine with three 2019 Neptune Awards for Marine Marketing Excellence.

“This is icing on the cake. At a Miami International Boat Show that featured more Mercury outboard engines in exhibits and on the water than any other brand, we were pleased also to receive recognition for our marketing efforts,” said Michelle Dauchy, Mercury chief marketing officer.

“These campaigns were successful because of their ‘outside-in’ perspective. Rather than simply talking about our products, we focused on people who participate in boating and looked at what drives them. We tapped into their passions, priorities and stories, and related them to what we do and why we do it,” Dauchy said. “The result is a strong connection with the dealers who sell our products and the consumers who purchase and enjoy them.”

Mercury took the top honor in the Advertorial/Native-Advertising category for its eight-page guide to becoming a bass-angling champion, which appeared in American Bass Anglers. The guide, tailored to a readership of professional and aspiring competitive bass anglers, included tips on using the latest boating technologies for a competitive edge, information on choosing the right propeller, advice from 16 Mercury Pro Team anglers, and recommendations on leveraging social media to expand digital reach and enhance a pro angler’s image.

In the Ad Series category, Mercury earned the top honor for its advertisements appearing in several outdoors-, boating- and fishing-focused magazines highlighting the performance and experiential advantages of having extra outboard power in a lightweight package, as represented by Mercury’s 400hp Verado engines. The series focused on boaters’ feelings of confidence and power from having 400hp of Verado muscle propelling them.

Mercury also received an honorable mention in the Video Series category for its thoughtful “Bold Stories” short films. Riffing on Mercury’s “Go Boldly” tagline, the inspirational videos tell the stories of people who dream about, are obsessed with, rely upon, and/or do good through life on the water.

The MMA’s 2019 Neptune Awards at the Miami International Boat Show drew more than 150 contestants across 20 categories this year. The awards cover all areas of marketing, from national magazine ads to social media to video. 

Mercury Marine advertising assets winning 2019 Neptune Awards for Marketing Excellence:

Advertorial — “How to Be a Champion” 

Ad series — Mercury Supercharged 400hp Verado

Bold Stories videos —

“Unbound” — A captain who embraces life’s challenges and gives back to others as they enjoy time on the water.

“Perspective” — Two residents of the Florida Panhandle who aided in Hurricane Michael relief.

“Adventure” — A Midwestern couple who abandon their lives for six months each year to travel the world by boat. 

“Kevin VanDam” — KVD opens up about why he loves professional bass fishing and what it takes to be a champion.

“Tom Rowland” — Tom Rowland explains why his love for the water is an obsession.

“Mark Zona” — Mark Zona reminisces on the learnings of being on the water.

“Skeet Reese” — Skeet opens up about his inspiring journey.

“Scott Walker” — Scott Walker provides advice to aspiring anglers.