Brand Enthusion™ at Work: Moomba Boats
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30-something, very active, water sports nuts appreciate Moomba for its professional quality ski boats. These loyalists may be willing to compromise on product features, but never on performance.
By creating on-line communities, we brought current customers, prospective customers, even Moomba dealers and key factory staff together. Owner's reunions and special dealership events also played a role in making "shared fearlessness" a big part of the brand discussion. Result? Moomba brand share increased 2 full points over a three-year period and brand acceptance by nonowners increased by 13% over the same period.
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