DECODE | 235HB Campaign Brief
CAMPAIGN BRIEF · 235HB SOFT LAUNCH
FILE 235-HB-26
// CONFIDENTIAL · CATCH × WORLD CAT

DECODE

An insider-first launch campaign for the new World Cat 235HB.

MAY → JULY 2026

// THE BIG IDEA

Treat the 235HB launch like classified information. Owners and dealers see it first. The public waits until July 6. Every piece of the campaign reinforces one feeling: being on the inside is a reward, and the next step is a call to your dealer.

UNITS 10 to sell by year end
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, the audience encounters a unified universe of "classified intelligence" content that hints at the boat without revealing it. 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

Confidential-styled emails delivered to opted-in insiders. Include a downloadable "intelligence dossier" PDF with redacted specs that builds intrigue without giving away the boat.

04

Social media teasers

A series of mysterious posts across Instagram, TikTok, and Meta. Includes a "leaked voicemail" audio clip, a fake instrument-panel screenshot showing leaked sea trial data, and a detective-board visual that connects rumors. The boat never appears.

05

Paid ads

Targeted ads on Meta and Google. Pre-launch ads recycle the campaign visuals (redacted documents, audio clips, a "World Cat Refuses to Comment" press release parody). 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 coming and driving them to talk to their dealer.

Timeline

MAY Soft launch to owners and dealer prospect lists. Text messages, hidden webpage, and first wave of insider emails go live.
LATE MAY · JUNE Mystery content drips 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 confidential dossier A downloadable PDF you can share privately with high-interest prospects. Looks like a classified intelligence file. 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.
✓
Email captions for your newsletter Pre-written paragraphs you can drop into your own dealer newsletter or follow-up emails. No need to write from scratch.
✓
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 · CONSPIRATORIAL
[Name], you didn't hear it from me. New World Cat drops this May. I can get you in front of it early. Call me?
DEALER → PROSPECT · PROVOCATION
[Name], they said you couldn't run flats AND offshore in one boat. World Cat disagreed. I can show you early. Call me?
DEALER → PROSPECT · SCARCITY
[Name], World Cat made a boat that does too much. They're not sorry. I can show it to you before public launch. 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 who reply or who saw the campaign elsewhere. Walk them through the dossier and spec sheet privately.
  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. Only 10 production slots will fill across the entire dealer network this year. First-come, first-served.
// WHY IT WORKS
→
Scarcity drives action. Ten boats. Real ceiling.
→
Insider framing turns a marketing list into a reward.
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Every CTA across every channel points back to the dealer.
→
Pre-launch equity carries into July 6 public demand.
CATCH
FILE 235-HB-26 · CONFIDENTIAL · CATCH × WORLD CAT