March 2014
Intermediate to advanced
272 pages
4h 37m
English
Harley-Davidson’s Open Road Festival
Market
Australia
Descriptor
How smart digital increased sales by 43 per cent. More than just a motorbike, a Harley-Davidson comes with a lifestyle, but how do you sell a lifestyle on a 30-minute test ride? This is how 24-hour test rides were born.
The challenge
Harley-Davidson wanted to lift sales for its Touring range of motorbikes and create audience-engaging content.
Campaign budget
$250–300,000.
Target audience
Customers and potential customers of Harley-Davidson motorbikes.
Action
- To launch 24-hour test rides, the agency created the end sequence to a short film where a man wakes up with a Harley. It then invited young filmmakers to view the film online, and challenged them to show how ...
