Lead Forensics
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Williams Jet Tenders

Brand development and product launch.

Challenge

Our task was to continue to build on the successes of our first phase of our brand development for Williams – the world's leading jet tender specialist – with the launch of two new Sportjet models.

One of the main features of the Sportjet range is the duel-benefit of practical tender and high-performance watersports boat.

Idea

The super yacht industry can sometimes carry a stigma or a certain image of showing idyllic turquoise waters in an exotic location, which is always appealing but can lack some of the personality and realness.

Given that the Sportjet is arguably the most exhilarating in the Williams range, we injected some real life into the campaign by introducing some energy into the product photography to show more of 'a day in the life' and lifestyle prospective.

Campaign launch.

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Boatshow event stand.

Social campaign content.

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Impact

The campaign (and product) launched in September 2017 and certainly caused some ripples across the industry. Williams sold their entire 2018 (Jan–Aug) production run of these tenders by January 2018.

Clearly a very in-demand product, and something never seen before in their 40+ year history.

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