Hearing Was Believing

YAMAHA’S QUIETECH LAUNCH AT THE PGA SHOW

CONTEXT
At the PGA Show, Yamaha Golf Car introduced the Drive2 QuieTech EFI, a gas-powered vehicle engineered to run nearly as quietly as an electric, backed by decibel testing. Because the product couldn’t be demonstrated live inside the convention center, the challenge was clear: Make people hear the difference without ever driving the car.


EXECUTION
The launch centered around a fully immersive concept built on sound. We developed a campaign that recreated the natural experience of being on the course, allowing the vehicle’s quiet performance to stand out against familiar environmental sounds. At the center of the booth, Yamaha installed a soundproof theater seating 12 people at a time, powered by a 7.2 surround sound system. To bring this to life, we created “The Yamaha Experience” film, shot on location in Orlando using cinematic drone footage and controlled audio design.

The experience began before attendees even arrived:

• Teaser campaign including a Golf Channel TV spot featuring a golfer signaling silence

• Print, digital, and email campaigns building anticipation

• Direct mail using physical “movie tickets” to drive booth traffic

Inside the booth, the experience was fully controlled:

• Custom cinematic intro designed to showcase surround sound capability

• Immersive film highlighting the vehicle in real course conditions

• Coordinated messaging and visuals across the entire environment

Supporting the launch required managing a large volume of deliverables across teams:

• 125+ assets spanning video, print, digital, social, and email

• Sales materials, training decks, and internal presentations

• Ongoing coordination with leadership, vendors, and booth partners

Everything was built, reviewed, and delivered through a structured process with weekly working sessions, keeping teams aligned and timelines on track, leading into the show. I was involved throughout, from early concepting and leadership presentations to on-site execution at the PGA Show.


EXTENSION
At the end of the theater experience, attendees were introduced to a second piece: “May the Best Car Win.”This follow-up video placed Yamaha’s QuieTech EFI alongside competitor vehicles from E-Z-GO and Club Car, demonstrating the sound difference side-by-side. The concept carried beyond the show. Yamaha expanded the campaign into a field program, delivering all three vehicles directly to golf courses and inviting operators to test them in real conditions. Each course received a scorecard to evaluate performance and connect with a sales rep.


OUTCOME
The launch turned a technical advantage into something people could immediately understand and experience. The booth saw consistent engagement, the message landed clearly, and the campaign extended beyond the show into real-world trials that helped drive adoption across courses. Behind the scenes, everything stayed organized and on track, giving Yamaha’s team confidence that the work would be delivered at a high level when it mattered most.


THE RELATIONSHIP
Yamaha Golf Car needed more than a vendor. They needed a partner who understood their brand, their business, and how to operate under pressure. Over 10 years, Tanner Slepp supported launches, campaigns, and production across every major marketing touchpoint, working as an extension of the team to keep everything aligned and moving forward.


ATTRIBUTION LINE
The following work was led by Tanner Slepp during his tenure at a previous agency. It represents the strategy, production, and creative approach that is the foundation of Slepp House.