HARLEY-DAVIDSON A pitch for Steven Frรถhlich Marketing Manager
BACKGROUND When you hear the name Harley Davidson you immediately get a special feeling in your stomach. It is enough to see the logotype to feel the wind in your hair and the road beneath your feet. You see a man with tattoos on his arms, riding into the sunset. He is adventurous and free.
THE GOAL WITH OUR CAMPAIGN But why do you think of a man and not of a woman? Females represent at least 10% of Harley Davidson costumers. And if they got a little more attention in the advertisement section we believe that they could represent a lot higher figure. Therefore we have created a campaign that will inspire women to fall in love with the ride.
INSIGHT For a man a Harley Davidson is like a best friend who follow you on your adventures. But for a woman, a Harley Davidson is so much more. It will not just be a part of your identity, it will be like a life partner. When a man gives you trouble, make you feel worthless or comment on how you might have gain weight, Harley will give you something else. He is not a perfect man either but he will not be like any other man you have ever met. From all this we got our insight:
To love a Harley is to love in a whole different way
CAMPAIGN IDEA So who is this Harley that women fall in love with? And how is he different from the men that they have gotten tired of? And then it hit us, Harley Davidson is:
A different gentleman
PRINT SERIE From this idea we created a print campaign to be used in magazines, on billboards, as banners online and much more.
FURTHER DEVELOPMENT In this moment we are making this into a wider campaign that contains a campaign website, personal contact between the company and the potential female customers and customer participation through social media. More information about this will be presented if you find the idea interesting.
CONTACT INFORMATION Susanna Ander Art Director susanna.ander@gmail.com +46 704 807 395 Anja Nerhall Copywriter anjanerhall@gmail.com +46 737 821 801