Marketingfirst Harley-Davidson case

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2 comments

+ michaelthuy 2 months ago
Exactly! That’s why we focussed so much on the experience rather than on the models.
+ Saurabh Mathur 2 months ago
they dont sell bikes. They sell the idea of owning their bikes. Just like how Royal Enfield still manages to get away with bikes that cost more than a hundred thousand rupees and still run on ancient technology (mostly). Its not so much about the bikes. Its the life after you own one of them.

Saurabh Mathur, Flash Engineer at Slideshare, favorited this 2 months ago
Tags bikes harley
Sabine Dufaux, Strategic Planner | Independent Consultant at self-employed, favorited this 11 months ago
Tags harley
jyusuf favorited this 12 months ago
Tags harley davidson
Rashmi Sinha, CEO at SlideShare, favorited this 2 years ago

Hi! my name is michael thuy mccann digital
How Harley-Davidson chose online and obtained 20 times better conversion
The HD case.
Brieﬁng • Generate DEMO RIDES • Show product range diversity • Raise overall brand awareness
Strategy • Get in the hearts and minds of people
Strategy • Create a story
Strategy • Install the dream of owning a HD
Proposition • You would have such great times riding your Harley-Davidson
Creation • Create your perfect Harley-Davidson weekend... • ...and win the weekend for real
DEMO
Media bannering campaign
“Soft” Result • Free publicity (blogs, press coverage) • Site of the Week (Qmusic) • Site of the Day (TheFWA) • Mixx nominee ;-)
Hard result • ±1000 demo rides vs. 50 before (x/mth) • 43.000 unique visitors • average time: ±5 minutes • sales tbc Q1/2009
Q&A. • Please help • Ask something • Anything?
Bye! my name is michael thuy facebook / linkedin twitter: koningﬂurkel michael.thuy@mccann.be michaelthuy@live.com goto www.mccann.be for more cases