Jeena van der Heul | Harleydavidson
1345
page-template,page-template-full_width,page-template-full_width-php,page,page-id-1345,page-child,parent-pageid-50,,qode-title-hidden,qode-theme-ver-10.1.1,wpb-js-composer js-comp-ver-5.0.1,vc_responsive
CLIENT: HARLEY-DAVIDSON
TYPE OF WORK: SOCIAL/MOBILE
INDUSTRY: MOTORCYCLES

Challenge

Harley-Davidson wanted to raise brand awareness and engage a younger audience. We used Instagram ads for the first time with the aim of reaching 18- to 35 year-old men in Australia and New Zealand.

Idea

We celebrated the freedom of riding a Harley and targeted younger audiences by asking, “Where will the road take you?”

We launched the campaign using a series of illustrations to attract an adventurous group of people who like to see the world though a more visual lens. In line with the brand’s artistic heritage of seeing motorcycles as pieces of art, the brand engaged local Australian artists known for their imaginative and doodle-like drawings to interpret three key themes that resonated with its target audience: food, ocean and the outdoors.

Casestudy

Carousel

We used carousel ads and each theme featured a horizontal illustration that was split into five separate images. When swiped, the images connected to form a storyline. The visual style mimicked tattoo-like images and motifs that are popular in biking culture.

Website

Mobile website

1
2
3
4
5
6
7
8
9

Engagement

We gave people the chance to win their favorite limited artwork from the featured artists from the campaign by answering a simple question on social media: Where will the road take you?

RESULTS

Between June 12–30, the ads reached nearly 1.4 million men between 18–35 and drove 8,365 clicks to the brand’s website, helping Harley-Davidson achieve its objective of resonating with a younger audience.