Winnebago owners love to show off their rig. As in-person meetups were put on hold due to COVID-19, social media provided an avenue to fulfill consumer desires for connection—and create some entertaining distraction in a way that was tailored to this unprecedented moment.
The brand needed a strategy to help them stay relevant to fans overloaded with more pressing concerns. In a world of unprecedented anxiety—and with a tiny budget— maintaining and building on a distinct feeling of connection for this unique community of consumers would provide a vital opportunity to do just that.
Since they couldn’t get together in person, On the Road Again was a call to Winnebago’s social community, asking them to share their memories, their voices in song, and a little bit of optimism of travels past in order to inspire the travels ahead. We created a video that serves as a rallying cry for community eager to come together and keep morale high as they gear up to hit the road again.
Little Black Book Online: Winnebago owners sing their way to the open road in wholesome spot
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