While recreational motor vehicle ownership continues to see a steady incline, BRP’s leadership realized that true growth could only be unlocked by moving beyond the machines. With that in mind they started on a journey to move BRP from being a product brand toward an experience brand. To achieve this, BRP needed to create new digital products, services and experiences, however for a traditional manufacturing company this was no easy feat.

We set up an Innovation lab with its own vision, mandate, approach, and KPIs solely focused on creating digital products, services and experiences. A key market need identified related to the fact that great land for riding and outdoor adventures was becoming harder and harder to find. Meanwhile, millions of acres of land–private, public, preserve–lie untouched, a powerful untapped asset for some. Our challenge was to define and test how BRP could become the ultimate enabler of ‘playgrounds’ access across all product categories. We combined user-centric design and both qualitative and quantitative testing methods, with market research and commercial modeling, and a flexible, integration-minded development stack. With a validated concept we quickly built a fully functioning platform in less than 4 months, attracting riders through modern digital marketing (e.g. micro-influencers, promoting user-generated content etc), while attracting landowners by getting up close. We rolled up our sleeves and functioned more like a startup with all parties involved putting skin in the game, and working together daily, seeding a culture of open-minded inquiry, fostering a genuine interest in the community, and above all, acting with a profound sense of respect for the land.