Kawasaki
Ninja H2/R Global Launch
Role: Strategist, copywriter, UX designer
Build something that's beyond belief.
A difficult and grinding task to be sure.
But those are the best kind.
The track-exclusive Ninja H2R and the street-legal Ninja H2 are the world's first and only supercharged production motorcycles. The Ninja H2R is also the world's most powerful production motorcycle. But they're more than just powerful. These machines are engineering marvels, made possible only through the sourcing of technological expertise from multiple divisions of Kawasaki Heavy Industries, Ltd. (KHI)—including Aerospace and Gas Turbine companies.
My agency creative team led a select team of marketers across the US, EU, and Japan—we developed the positioning and tagline along with lead launch videos, key photography and digital experiences, while other divisions contributed teaser videos, extensions, and PR.
Built beyond belief
As a tagline, Built Beyond Belief isn't hyperbole—just ask every supercharger producer in the world who said it couldn't be done. The paint has a layer of pure silver. The exhaust pipe could be described as a flamethrower.
A teaser video campaign produced by KHI in Japan slowly unfurled the scope of these machines while my team developed launch materials across media, producing two global launch videos at the Virgin America Spaceport in New Mexico, with scripts written by me.
Launch videos were distributed across the US, EU, Canada, Latin America, and Japan, earning millions of views worldwide.
A teaser video campaign produced by KHI in Japan slowly unfurled the scope of these machines while my team developed launch materials across media, producing two global launch videos at the Virgin America Spaceport in New Mexico, with scripts written by me.
Launch videos were distributed across the US, EU, Canada, Latin America, and Japan, earning millions of views worldwide.
The bliss of supercharged acceleration cannot be translated; it can only be experienced.
The Ninja H2/R global launch coincided with the launch of the completely revamped and redesigned Kawasaki.com, beginning with a teaser page to kick off the hype campaign for the most ridiculous production motorcycle ever conceived.
Web experience
The Ninja H2/R debuted with the newly redesigned global web presence for Kawasaki, with a product page that allowed enthusiasts to explore every meticulous detail of this one-of-a-kind machine.
In addition to the global social teaser campaign, I traveled the country with the H2 and H2R capturing press events, editorial shoots, motorcycle shows, and more.
I interviewed the riding press about their experiences with the Ninja H2R
As an extension of the above campaign, I went to Rockingham Speedway in North Carolina to join Kawasaki's 11-time motorcycle drag racing champion, Rickey Gadson, as he received, tested, and further customized a one-of-a-kind lime green Ninja H2R created by Kawasaki for the champ himself.
Let's be real: everyone wanted to know if the Ninja H2R could out-sprint a Bugatti
Let's try and break some land-speed records!
Noted moto enthusiast Jay Leno hosts the Ninja H2R as a feature for his Jay Leno's Garage webseries
Outcomes
The immensity of these motorcycles extended far beyond the enthusiast community, trending globally on Facebook and receiving attention from Wired, Bloomberg, Maxim, and more.
The Ninja H2R sold out and continues to be one of the most in-demand motorcycles ever created. The Ninja H2 continues to be released in new model-year iterations, and the supercharged engine now powers new models.
