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“Legends Never Die”

“Legends Never Die”. Chris Creech. Creative Brief. The average age of a Harley biker is increasing Harley’s average rider age is currently 46 years old Need to appeal to younger, post-baby boom audiences, while holding on to current customers

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“Legends Never Die”

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  1. “Legends Never Die” Chris Creech

  2. Creative Brief • The average age of a Harley biker is increasing • Harley’s average rider age is currently 46 years old • Need to appeal to younger, post-baby boom audiences, while holding on to current customers • 35-44 year olds with an average income of $78,000

  3. Creative Brief • Single Persuasive Idea: • Riding a Harley is an experience and a thrill unlike any other and it is one that every generation can enjoy. • No other motorcycle has the feel and sound a Harley • Harley delivers a riding experience that more Americans prefer • Large community of Harley Owners Groups (HOGs) that meet and ride together often.

  4. Strategy • Need to convey message of coolness that is the Harley lifestyle. • Sell the experience • Harley as an American icon and a legend • Appeal to current customers and a slightly younger market • Do it all in a aesthetically pleasing, eye-catching manner.

  5. Print Campaign • Associate the Harley brand with iconic movies with strong, cool male personalities. • Selling the thrill and experience.

  6. TV Campaign • Target sports and movie channels, as well as nighttime news programs. • e.g. ESPN, SPIKE-TV, FOX-Sports, Networks • Relate the Harley brand to iconic movies with strong, cool male personalities, as in print campaign • Sell the experience • Promote new V-Rod model

  7. Harley-Davidson V-Rod: Starring in Rocky Workout Sequence

  8. Narrator: Harley-Davidson knows what it is like to work hard from sunrise to sunset…

  9. Working to fight off foreign competition…

  10. Fighting to uphold the true American values that you hold dear.

  11. It was these principles that founded the Harley-Davidson company, and now the new V-Rod takes those same ideas…

  12. And sends Harley roaring (yes, that same classic roar) into the 21st century.

  13. Yeah, we would celebrate too. The all-new V-Rod, from Harley-Davidson: because Legends never die.

  14. Harley-Davidson V-Rod: Starring in Forrest Gump Running Sequence

  15. Narrator: We know you don’t need a reason to ride. You don’t need to have a destination.

  16. Harley-Davidson understands that sometimes you just feel like ridin’…

  17. so whether you are riding to get away, riding for the experience…

  18. or you just need some time to think about your Jenny: Ride Forrest. Ride.

  19. Introducing the all-new V-Rod, because at Harley, Legends never die…

  20. They just attract company.

  21. “HARLEY-WOOD” • Create an online micro-site connected to Harley’s already impressive interactive website • Users select from a list of popular movies that they would like to see Harley perform in • Short clips from the selected movie will show, starring the Harley-Davidson

  22. Superstar Sponsorship • To further associate the Harley-Davidson brand with the iconic legends. • Sponsor famous actors • Harley to the Red Carpet • Harley logo

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