Evinrude wanted Mojo to sell 2-stroke engines just when the industry was abandoning the technology in favor of 4-stroke engines due to environmental concerns. Evinrude had just emerged from bankruptcy, some dealers had stopped carrying Evinrude, and consumers had lost confidence in the brand.
Fortunately, E-TEC had a great core story. Mojo created a documercial that demonstrated E-TEC’s dominance in power, speed, maintenance, fuel efficiency and reliability. After a few airings in key markets, a PR frenzy ignited. Sales rose as much as 400% during the initial campaign. Footage was leveraged across DVDs, web content, trade shows and even short-form DRTV commercials.
This video highlights the highly successful infomercial and spot campaign.