Earn Your Strikes Integrated Marketing Campaign

The Story

Raymarine, a leader in marine electronics, aimed to reclaim its authority in saltwater fishing amidst a market filled with polished imagery and feel-good marketing. Untamed's research with 150 dedicated anglers revealed that true greatness comes from endurance, particularly in harsh conditions. The campaign, titled 'Earn Your Strikes,' reframed Raymarine as a badge of honor, emphasizing grit over polish. A multi-channel platform was developed, featuring a manifesto film, various video spots, digital banners, and print ads, all resonating with the authentic voice of the fishing community. The campaign's launch at ICAST garnered significant attention, leading to increased social engagement and lead generation, successfully reestablishing Raymarine as the go-to gear for those who thrive in chaos.