CAN-AM OFF-ROAD – TOM HAWKINS – InFocus Media Group

The Brief -

Alignment with the client

Can-Am Off-Road wanted to connect with Australia’s farming community and drive interest in their vehicles, especially for those exploring side-by-sides or ATVs for their farms. Despite their strong Net Promoter Score and loyal customer base, research showed that three out of four potential customers didn’t make the purchase. Can-Am’s goal? To bridge this gap by creating a memorable experience that would convert curiosity into commitment.

The Strategy -

Our Approach

We collaborated closely with Can-Am to develop a campaign that would truly resonate with their audience. By leveraging AFL legend Tom Hawkins and strategically aligning with AFL Country Round, we crafted a campaign that combined genuine local appeal with powerful storytelling. Tom’s presence wasn’t just a celebrity endorsement—it was a relatable connection, positioning Can-Am as a brand that understands and celebrates the farming lifestyle.

The Strategy -

Driving Connection and Engagement

Execution Highlights:
We produced two key video assets:

1."Tom Hawkins Moment" – a main video showcasing Tom’s authentic engagement with the farming audience, filmed in a natural, down-to-earth style.

2. "Chance to Meet Tom / Demo Ride" – a shorter, high-energy teaser designed for paid media, inviting the farming community to experience a Can-Am demo ride and have a chance to meet Tom himself.

Our aim was to capture the essence of Can-Am’s brand identity while ensuring that each video felt both engaging and approachable. We wanted farmers to see the utility and excitement of Can-Am vehicles in a context that felt real to their world.

Considerations & Tone:
Working within Can-Am’s bold yet grounded brand identity, we created content that was "cocky, yet likeable." Our focus was on authenticity—keeping Tom’s interactions relatable and genuine, while highlighting the Can-Am’s potential for hardworking farmers. With a clear call to action at the end of each video, we made it easy for viewers to take the next step.

Results & Impact:
The campaign was a hit, bringing Can-Am closer to their target market with content that spoke directly to their needs and lifestyle. By focusing on real, meaningful connections, we helped Can-Am bridge the gap between interest and action.

CAN-AM OFF-ROAD - TOM HAWKINS