Making waves with agile production model for Sea-Doo in Europe

The content series was created and produced in collaboration with Septième—the agency’s in-house production studio—to shift misperceptions in the European market around who uses personal watercraft and how. 

The execution had to target a broad audience and prospective new entrants while checking the box on multiple objectives—that it’s not a dangerous or irresponsible sport and that the possibilities with a Sea-Doo go way beyond doing donuts on the water. The concept was to highlight the fact that not only are Sea-Doos the best way to have fun on the water, but they also offer a surprisingly wide range of activities you can enjoy responsibly. Ultimately, there’s more to See and Do with Sea-Doo.

Cossette enlisted the help of Septième to provide not only production support but a documentary approach to deepen the brand narrative. This approach would ensure that the content series would speak directly to our target audiences in the most relatable way based on their interests. The result was the development of beautiful story-telling featuring catch and release fishing, camping, exploring natural coasts and Van Life living.

From a Swedish fishing influencer to a group of outdoor adventurers from Greece, extensive pre-interviews and research were conducted to build not just storylines but a creative production strategy. This agile approach, which extended from the three-person multitasking production team on the shoot to the simplified workflow between agency and client, was key to sticking to the project’s limited budget.

The success of this content enabled BRP to reach a broader audience than just those with an interest in PWC or boats, and the videos generated strong engagement metrics and positive comments from viewers. Given that this content series was produced for the European market, these results were key for bringing awareness to the range of activities that Sea-Doo makes possible in that region.