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.
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.
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.
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?
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.