To help BRP’s Can-Am Spyder gain traction in markets outside Quebec, the media team used the agency’s proprietary Structural Mapping Process™ (SMP), which revealed an audience that was very different from the one being targeted. To spark interest in Florida—a market with huge potential for the three-wheeler—an aggressive test drive pilot project was rolled out to stimulate sales. Thanks to the agency’s data infrastructure, the team was able to target users with wildly different interests and generate more than 500 audience segments. Weekly optimization helped maximize conversions, enabling the agency to invest in the right strategies and develop the right creative to reach the most susceptible audiences. The results were so conclusive that this practice has been used to establish the global campaign standards.