HULL N°1 | 235HB Campaign Brief
CAMPAIGN BRIEF · 235HB SOFT LAUNCH
HULL N°1 · BRIEF
// PRIVATE · CATCH × WORLD CAT

HULL N°1

A 10-hull numbered drop of the new World Cat 235HB. Insiders only.

MAY → JULY 2026

// THE BIG IDEA

Only 10 hulls of the new 235HB get built this year. Numbered N°1 of 10 through N°10 of 10. Insiders get first claim on a number and private access to watch their hull come together. The public sees nothing until July 6. Every piece reinforces one feeling: this is a real allocation drop, and the next step is a call to your dealer.

// THE 10

Only 10 hulls of the new 235HB get built this year. Each one numbered. Each one claimed by an insider before the public sees it.

N°1 OF 10 SHOWCASE
N°2 OF 10 OPEN
N°3 OF 10 OPEN
N°4 OF 10 OPEN
N°5 OF 10 OPEN
N°6 OF 10 OPEN
N°7 OF 10 OPEN
N°8 OF 10 OPEN
N°9 OF 10 OPEN
N°10 OF 10 OPEN
UNITS 10 claimed before July 6
SOFT LAUNCH MAY Owners + dealers only
PUBLIC JUL 6 Full launch goes wide
AUDIENCE 2 TIERS Owners + dealer lists

What People Will See

Across the soft launch window, insiders get private behind-the-scenes access to the build of Hull N°1. Sketches, audio notes, build-floor updates, and progress glimpses. Each piece points back to a dealer call.

01

Text messages

Short, intriguing text messages. World Cat sends them to its owner list. Dealers send their own version to prospects in their CRM. Both designed to spark a call.

02

A hidden webpage

A private landing page only opted-in insiders can access. Features an interactive reveal of the boat. Anyone who solves it gets routed straight to their local dealer.

03

Insider emails

Private emails delivered to opted-in insiders. Include a downloadable "Build Log" PDF with workshop sketches, material details, and progress notes from across the 10-hull build.

04

Social media teasers

A series of teaser posts across Instagram, TikTok, and Meta. Includes an audio note from the lead builder, sea trial instrument snapshots, and a workshop build-wall visual showing pinned-up sketches and notes. The boat never appears in full.

05

Paid ads

Targeted ads on Meta and Google. Pre-launch ads recycle campaign visuals (sketch fragments, builder audio, a "World Cat Is Still Building This" workshop statement). Post-launch ads pivot to boat hero shots and the "Only 10 Built This Year" scarcity hook.

06

Geofenced display

Digital ads targeted at the email addresses of known World Cat owners, hinting that something is being built and driving them to talk to their dealer.

Timeline

MAY Soft launch to owners and dealer prospect lists. Text invitations, hidden landing page, and first wave of build updates go live.
LATE MAY · JUNE Build updates drip out across social, email, and paid media. Last-call messages target prospects who haven't bitten yet.
JULY 6 Public reveal. The hidden page goes public. Paid media pivots to scarcity and pillar messaging. Dealer assets ship out for in-store and social.

What You'll Receive as a Dealer

A complete kit lands in your inbox before May launch. Everything you need to participate without producing a single asset on your own.

✓
Ready-to-send text messages A pack of pre-written SMS templates. Drop in your prospect's name and send. Six variants in different tones so you can pick what fits each customer.
✓
The Build Log A downloadable PDF you can share privately with high-interest prospects. An insider workshop journal. Sketches, build notes, material specs, progress photos. Do not post publicly until July 6.
✓
Spec sheet (under embargo) Final spec sheet for walking customers through the boat in person. Hold for July 6 before sharing publicly.
✓
Talking points one-pager What to say when a prospect calls. What not to say. How to position the boat against single-purpose alternatives.
✓
Newsletter assets Approved images, information, and copy ready to drop into your dealer newsletter or follow-up emails.
✓
Social graphics for your channels Ready-to-post images and short videos for your dealership's social accounts. Shipped July 6, ready for the public phase.

Sample Dealer Texts

A taste of what the SMS templates look like. Each one designed to land in 160 characters or less, paste into iMessage or your CRM tool, and trigger a call back.

DEALER → PROSPECT · THE DROP
[Name], World Cat's new 235HB is dropping in 10 numbered hulls. I have a slot on the list. Want a number?
DEALER → PROSPECT · PROVOCATION
[Name], they said you couldn't run flats AND offshore in the same boat. World Cat is building one that does. Only 10 of them. I can save you a number. Call me?
DEALER → PROSPECT · EARLY CLAIM
[Name], World Cat is building only 10 of the new 235HB this year. Each one numbered. I can get you on the list early. Call me?

What You Do

  1. 01 Watch for the dealer kit to land in your inbox before May launch. Save it. It has everything you need.
  2. 02 Send the text message templates to your prospect list. Add their names. Send. That's the entire job.
  3. 03 Take incoming calls from prospects. Walk them through the Build Log and spec sheet privately. Tell them you'll confirm current availability before locking anything in. hulls are claimed across the dealer network in real time, so positions can shift fast.
  4. 04 Stay quiet publicly until July 6. The entire campaign relies on the gate holding. No public social posts about the boat before that date.
  5. 05 Lock down deposits. All 10 need to be claimed before public launch on July 6. First-come, first-served across the dealer network.
// WHY IT WORKS
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Numbered scarcity drives action. Ten hulls. Six weeks to claim them all.
→
Drop-culture framing transfers premium positioning from watches and sneakers to boats.
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Every CTA points to the dealer with a tangible tool: "Want a number?"
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Pre-launch equity carries into July 6 public demand.
CATCH
HULL N°1 · CATCH × WORLD CAT