Busting myths about the KTM 990 DUKE

THE TASK

The release of the KTM 990 Duke created some stir on social media, good and bad. Some of it were the usual grievances, some of it rumors based on wrong information. Our task was to dress these rumors via short form video.

THE RESULT

We decided to tackle the rumors head-on in unapologetic KTM style, while still backing up our claims.

As one of the rumors was about the bike being made in China (it isn’t), we filmed some of the clips right at the assembly-line in Mattighofen, while the bikes were made.

Being a social campaign, we used fast editing and a visual hook to retain viewers. A hand, abruptly “punching” into the frame with a phone, showing online commets to a KTM product manager was used as the initial hook, that led directly to the messag and worked for tying the various locations together.

All clips were shot to work on horizontal and vertical screens, with or without audio.

We achieved over 1 Million organic views on individual clips, which is a great number for non-action content on a KTM channel.