ROLA® North American Rollout
Australia-based ROLA is an adventure outfitter for vehicle roof racks and cargo management products. ROLA asked AMPERAGE Marketing & Fundraising for assistance with a North American rollout, starting with the West Coast.
Finding the Adventurers
Capitalizing on legendary Aussie ruggedness and Outback Tested messaging, AMPERAGE developed product packaging and print advertising targeted to West Coast sports enthusiasts and trendsetters. Establishing a share of this influential market gave ROLA a foothold for rollout to rest of the continent.
Messaging established ROLA products as must-have accessories with the same attitude, style and energy as the young adult target market. Packaging and print ads had a bold look with dramatic sports images. Challenging headlines – like “We are up to the challenge … are you?” – equated ROLA product engineering with the physicality and strength of adventurers in the target market.
Increased Market Share
AMPERAGE helped put ROLA products in big-box stores, online retailers and distributors such as Amazon, Big 5 Sporting Goods and Quality Bicycle Products, allowing ROLA to successfully break into the North American market. Campaign response was particularly robust in Mexico, and ROLA gained market share on its North American competitors, Thule and Yakima.
September 21, 2020