Yamaha Motor
“Nero Luce,” Yamaha Motor’s podcast series featuring the voice of Enrico Ruggeri
The project was born from Yamaha’s need to showcase the Hyper Naked Yamaha MT motorcycle range, which draws inspiration from the parallel between Japanese tradition and the creative, innovative, and underground universe of the Land of the Rising Sun.
And what better way to develop a brand experience than through a podcast?
Boosting brand awareness with an emotional audio strategy
“Nero Luce” is the title of the podcast series voiced by Enrico Ruggeri. The project stems from the “The Dark Side of Japan” communication campaign: starting from Yamaha’s story, Ruggeri narrates the lives of some of the people who have been part of it, whose “dark side” is a blend of achievements, passions, originality, and creativity.
We took on the challenge by contributing to the concept development and coordinating the series, including editorial oversight, in collaboration with Enrico Ruggeri. His dark-toned voice added the perfect nuances to convey Yamaha’s ability to look to the future and explore every side of its soul.
The podcast was paired with a Spotify ADV strategy to maximize the synergy between the content’s potential and the platform’s reach.
Results
“Nero Luce” amplified the brand identity through a direct, expressive, and emotional audio strategy, using an open narrative focused on the parallel between what the company once was and what it aspires to be today, within a redefined global context.
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