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Core disciplines: Corporate communications, Experiential marketing, Public relations (PR), Social

Discover More with the integrated Harley-Davidson media camaign

 

Challenge

In January 2014, Harley-Davidson commissioned research into the wants and needs of ‘competitor touring motorcycle riders’. From this it identified certain barriers and misconceptions associated with the brand.

Although several key brand themes resonated - the sense of freedom and the camaraderie made along the way - research also re-enforced technical preconceptions of the bikes being heavy and not suited to more ‘twisty’ European roads. There were also cultural barriers - too loud, too full of excessive involvement, too big a commitment, too middle aged, too white, too male.

Harley-Davidson tasked us with creating a European-centric campaign that would overcome these barriers and communicate to customers, competitor riders and potential new motorcyclists why touring on a Harley-Davidson is a unique, once in a lifetime experience. The ultimate aim would be to drive sales for its range of touring motorcycles across the region.

 

Solution

We created a PR-led integrated campaign - ‘Discover More’ - in order to give Harley-Davidson a digital storytelling platform that could be tailored to every market through media relations, influencer and stakeholder engagement, social media and CRM.

We set out to create an iconic touring adventure that saw one Harley-Davidson ‘Street Glide’ motorcycle take to some of the most incredible, challenging roads across Europe, the Middle East and Africa, travelling over 20,000km across more than 30 countries.

With a designated website, and starting May 2014 in Jordan, the tour began its journey across two continents taking in some of the most famous touring roads in the world whilst discovering vibrant cultures, sights and sounds that represent the passion, self-expression and discovery of Harley-Davidson.

We enlisted the service of over fifty carefully selected motorcyclists from across the region to experience their dream: to join the tour and share their stories with the world. The riders taking to the road included social media fans, celebrities, journalists and influential touring ambassadors.

To document the tour, we enlisted creative production house to capture the genuine moments of emotion, adventure and discovery experienced on each twist and turn of the journey. Fans across the globe were able to tune in to real-time updates, photos and videos from the tour via social media and the Discover More website.

The finale of Discover More saw the Street Glide arrive at European Bike Week, Austria in September 2014. Discover More riders celebrated the culmination of the tour with thousands of other passionate motorcycle fans at Europe's biggest open and free bike festival.

The campaign didn’t just showcase to the world the rich cultural, unexpected experiences that can be had on a motorcycle tour. It also proved that superb handling and comfort go hand in hand when touring on a Harley-Davidson motorcycle on some of the most technical roads in the world.

 

 

Results

270+ pieces of media coverage across category
89,500,000 media impressions
90% positive sentiment
100,000+ Discover More website visits
3.5 million+ social media impressions
800,000+ video views
1,500 influencer shares – five with over 10,000 followers
Over 5000 Harley-Davidson website visits
Test-Rides = 2,500 sign-ups including 1,000 competitor riders
Sales = Up

 

 

The campaign didn’t just showcase to the world the rich cultural, unexpected experiences that can be had on a motorcycle tour. It also proved that superb handling and comfort go hand in hand when touring on a Harley-Davidson motorcycle

 

 

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