Yamaha Motorcycles has tapped JWT Jakarta to help build its brand profile and launch new products in the high-growth Indonesian market, where motorbike sales outstrip car sales by more than four to one.

JWT, which won the account in November after a month-long pitch against four competing agencies, will create campaigns for the brand that cut across print, TV, radio and outdoor media.

“This is an exciting brand in an exciting segment in a market that’s crazy about motorcycles. We’re going to have a lot of fun working with the Yamaha team,” said JWT Jakarta CEO Lulut Asmoro.  

Motorcycle sales, which are a key indicator of domestic consumption in Southeast Asia’s largest economy, rose 7.1 percent to 4.22 million units in the first half of 2014 over the same period last year, according to the Indonesian Motorcycle Industry Association.  Yamaha has the second-largest share of Indonesia’s motorbike market. 

“The JWT team’s approach to brand building really set them apart.  They put the brand idea at the core of their pitch proposal, and had a clear approach to how we can position the Yamaha brand to build deeper, emotional connections with Indonesian consumers,” said Hendri Wijaya, General Manager of Marketing at Yamaha Motorcycles Indonesia.