HULL N°1
An integrated campaign system for the World Cat 235HB VIP first look. Built around one idea: follow the build.
TEN HULLS. ONE WINDOW.
Ten 235HBs claimed before public launch on July 6. Dealers placing customers. Deposits in. Owners and dealer prospects only until July 6, when the public reveal lands. The opportunity in front of us: make the gap between now and the public launch feel less like a hold and more like a private channel.
FOLLOW THE BUILD.
A unified campaign that gives a small group of insiders private behind-the-scenes access to Hull N°1 being built. Every channel reinforces one idea: we're only inviting a few people inside before the public sees it. The point isn't to hide the boat. It's to make being on the inside feel like a privilege, and to make the dealer call feel like the next step in a story the audience is already in.
Announce → wait → sell
Reveal the boat. Push specs. Hope the audience converts on first contact. Burns the most powerful asset (mystique) in the first 24 hours and leaves nothing to drive action across an eight-week window.
Tease → gate → reward
Treat May through July 6 as a private build tour. SMS invitations, workshop sketches, builder audio, a hidden landing with an interactive build experience. Every piece reinforces the same world. Every CTA points back to the dealer.
THE SMS LINEUP.
Twelve message variants across two audiences. Six to drive owner opt-ins to the World Cat list (Reply YES doubles as compliance). Six dealer-paste versions tuned to read like the dealer wrote them, with a "call me" close. Each variant works as a standalone pick or as a flight rotated across the campaign window.
Insider opt-in
Dealer paste
TWELVE PIECES.
ONE BUILD STORY.
The universe sits on a single creative through-line: a private look at Hull N°1 being built. Six hero pieces build the world. Six supporting pieces extend reach to channels and audiences the hero pieces don't touch.
Hero pieces
Captain's sea trial notes
Mock Garmin/Simrad-style instrument cluster showing sea trial data from Hull N°1. Speed, RPM, fuel burn, depth, GPS heading, sea state. Captain's handwritten notes alongside. Premium marine aesthetic that doubles as proof of performance without showing the boat in full.
The production schedule
The official build queue. Hull N°1 through Hull N°10. Shop floor stamps, hand-drawn marks, build status per hull. Reads like a workshop logbook page. Plays directly into the literal scarcity of the launch.
The workshop statement
Standard press release layout. Headline: "WORLD CAT IS STILL BUILDING THIS." Body opens with the build philosophy and closes with workshop progress notes. Same defiant posture as a "no comment," but framed as a builder telling you to be patient.
Note from the build floor
30-second audio note from the lead designer or shop foreman. Warm and conversational. "Hey, just wrapped on Hull N°1's console. Wait until you see what we did. Call your dealer." Lands as a TikTok/Reels piece. Reads as a friend sharing progress, not a leaked voice note.
The build wall
Workshop pinboard. Hand-drawn sketches, material samples, build notes, photos of fabrication in progress, supplier tags. Looks like the wall above the builder's bench. Hero graphic for social, or animated reveal where new notes pin themselves up over time.
The Build Log
Multi-page workshop journal emailed to opted-in insiders as a download. Cover stamped HULL N°1 / IN BUILD. Inside: hand-drawn sketches, material samples, build-day photos, technical drawings, notes from the shop floor. Reads like a private studio update. Digital production, ships fast.
Supporting pieces
Single render drip
One render. Thirty crops. Drip a detail a day across social and email. "What boat has THIS bow?" "What boat has THIS livewell?" By the time July 6 hits, insiders have already assembled the boat in their head over weeks.
The 4-pillar trading cards
1980s sports card design. Four cards: Offshore Weapon, Inshore Technician, Flats Hunter, Social Platform. Stats on the back. Limited print run mailed to opted-in insiders. The kind of artifact people keep on their desk.
"Which mode are you?"
Five-question quiz, four results based on the 4 pillars. Each result is shareable as a card. Punchline at the end: "Plot twist. You don't have to choose." Captures email at the result. Functions as a parallel opt-in funnel.
Wrong boat for the job
Photoshopped image series of single-purpose boats failing at the wrong tasks. Center console stuck on a flat. Skiff getting hammered offshore. Bay boat trying to pull skiers. Each one captioned: "Don't be this guy. May."
The obituary
"In loving memory of having to choose between your boats. Born 1958. Died May 2026. Survived by every World Cat 235HB owner. Services held at your nearest dealer." Print mailer or full-page social asset. Dark humor that captures the value prop.
The boat that shouldn't exist
Frankenboat mock-up: a flats skiff, a center console, a bay boat, and a deck boat chopped up and welded together. "First we tried this." Cut to a clean 235HB render. "So we tried again." Two-frame joke that explains the value prop.
THE BUILD PUZZLE.
The campaign's interactive hero. Lives on a hidden Squarespace page accessible only after SMS opt-in. Insiders piece together Hull N°1 by solving an interactive puzzle. A small "Skip to my dealer" link sits below the controls for users who'd rather not play, and a "Reveal the boat" button appears after 10 moves or 30 seconds for users who started but stalled. Both paths route to the same dealer CTA. The version below is live. Drag the tiles toward the empty slot to solve, or tap. Tiles can be dragged in chains.
BUILD
ASSEMBLE TO REVEAL · INSIDERS ONLY
RUN THE UNIVERSE PAID.
Seven ad concepts across Meta and Google. Four pre-launch ads recycle universe assets to drive insider opt-ins and dealer calls. Three post-launch ads carry scarcity and the pillar story into the public phase. Every ad routes to dealer locator or a tracked dealer-call link, so paid media reinforces the same outcome the SMS, puzzle, and universe pieces are pointing toward.
Pre-launch
Follow the build
"WE'RE BUILDING IT. WATCH IF YOU'RE INVITED."
Animated scrambled puzzle tiles with hints of the boat showing through. 6 to 10 second loop. Click drops the viewer straight into the live build puzzle.
Note from the build floor
"32 SECONDS FROM THE BUILD FLOOR."
Audio waveform animation over dark navy. Voicemail UI mockup with builder name redacted. Press-play motion baked in. Drives to dealer locator or "Reply IN" SMS gate.
Still building this
"WORLD CAT IS STILL BUILDING THIS."
Press release layout with workshop stamps. Boat partially obscured behind drafting marks. Body copy: Talk to your dealer. They've seen more than we're sharing publicly.
Ten hulls being built
"10 HULLS. THAT'S OUR ENTIRE YEAR."
Workshop production schedule with hand-drawn marks. Build status ticking. Hull numbers visible. Recycles the production schedule asset directly into paid.
Post-launch
Only ten
"ONLY 10 OF THESE GET BUILT THIS YEAR."
Hero shot of the 235HB. Subtext: How many are left at your dealer? Counter or "X of 10 claimed" ticker for added urgency.
The four modes
"PICK ONE MODE. OR PICK ALL FOUR."
Four-card carousel: Flats. Inshore. Offshore. Sandbar. Each card a different mode/scenario with boat in context. Closes on the tagline: The Only Hybrid for All Waters.
They said it couldn't
"THEY SAID IT COULDN'T BE DONE."
Boat on water, full throttle, big wake. Subtext: World Cat 235HB. Available now at select dealers. Ties directly to the provocation SMS.
HOW IT FITS.
Three phases across the May to July window. Each phase has a job: phase one drives opt-ins and primes the universe. Phase two drips content to keep the audience leaning in. Phase three converts the soft-launch equity into the public reveal.
THE BAIT
Light the fuse. Get insiders in.
- SMS bait push (insider + dealer)
- Geofence with redacted creative
- Hidden page goes live
- Decode puzzle deploys
- Build Log emails go out to insider opt-ins
THE DRIP
Keep the universe alive without revealing.
- Captain's sea trial notes share
- Build floor audio drop
- Build wall reveal
- Workshop statement release
- Single render drip on social
- Last-call SMS to non-converters
THE REVEAL
Convert mystique into public engagement.
- Hidden page goes public
- Puzzle gets share-time leaderboard
- Trading cards ship to dealers
- Quiz launches as lead-gen funnel
- "Wrong boat" + "Obituary" run as paid social
WHAT WE NEED.
Lock the foundation pieces this week so the May timeline holds. Catch is ready to start production on any green-lit concept the day approval lands.