The entire RUV market is quickly becoming one of the faster growing off-road vehicle segments as people discover the utility, fun and enormous capabilities of these vehicles. However, the challenge for RUV enthusiasts was they were not sure which Kawasaki Teryx model is best built for their off-road lifestyle. Kawasaki selected Blue C Advertising to define the various market segments for the Kawasaki Teryx product line and create a campaign based on those findings to attract the right consumer with the right Teryx model. The information used for the campaign was gathered from several primary and secondary research sources that included: competitive analysis, Kawasaki dealer and technical staff interviews, and a review of online user forums. In-person intercept studies with off-road RUV enthusiasts at Glen Helen, Championship Off-Road Racing (CORR), SCORE International, Lake Elsinore SXS Championships, were also among several other research initiatives used. The findings gave Blue C and Kawasaki laser-point understanding of who these RUV buyers are. The three distinct Teryx consumer groups are: 1) Those who are into hunting/fishing and desire a vehicle with maneuverability, usefulness, cargo capacity, and dependability 2) Consumers that use RUVs in the desert/dunes environment seek power, torque, suspension, stability, opportunity for options, and fashion. 3) The last consumer group is made up of people who use their RUVs on the mountain/trail. These consumers seek power, cargo capacity, traction, durability, and functionality. The objectives of the marketing programs are two-fold: the first, to better equip the Kawasaki sales team with information about their customers and elevate the brand experience while hitting on customer triggers. These objectives also worked towards the overall goal of selling the right Teryx vehicle model to the appropriate customer, and communicate a unique Teryx message. This approach is part of the Blue C 360 degree ROI process of matching the right consumer, with the right message, at the right time.