This document proposes connecting the Garnier Men and Harley Davidson brands through an online bike racing/cruising game. The game would subtly promote both brands' attributes to its target audience of male gamers aged 25-35 from higher socioeconomic groups. Players could race or cruise virtual bikes while collecting Garnier-branded power-ups related to specific products. Successful players would win a trip to see real Harley Davidson bikes at a Garnier-Harley India Rally. The campaign aims to raise awareness of both brands to potentially future customers by associating an aspirational lifestyle with their products in an engaging gaming format.

1. CRITICAL CONNECT

2. Connectible Brand Attributes
GARNIER MEN AND HARLEY DAVIDSON:
• Men who use Garnier Men and ride Harley
Davidson have outdoor personalities.
• They come from all walks of life, different careers
but all have the same philosophy- care about
your ownself + individualism
• These men lead their lives without any worries to
hold them down.
• These men are highly spirited
• These men stand out of the crowd in their own
way

3. CONSUMER SEGMENT TARGETED
Demographics :
Age : 25-35 Years
Social Class: SEC A
Income : Medium to high disposable income
User Status : Non users, first timers and regular users
Buyer Readiness : Unaware
Lifestyle :
• Indoor gamers who are not aware of the brand attributes offered by
Harley and Garnier
Need Gap:
• Most people interested in Video Games are not aware about the
outdoor feeling of relief which comes with riding a bike or playing a
sport.

4. THE CAMPAIGN
•
An online game
•
The game is bike racing/cruising based
•
The gamer has the option of either racing with fellow bikers or cruising along a calm countryside
•
During the game, there are garnier power-ups. The light power up is a shield which protects from
the heat and cops. The oil control power up protects the bike from skidding on oily roads.
•
The idea here is to subtly bombard brand information to the gamers. When they select a bike for
their race, they select models based on actual features creating an aspiration value.
•
The Garnier power-ups are directly related to the products offered by Garnier. Each power-up takes
the attribute of a product and connects it to the racing; again, subtly conveying information about
the products to the gamers.
•
During the game, each biker collects points. After reaching 50,000 points, they have a chance to
attend the Garnier-Harley India Rally and actually see these bikes in action.

5. Positioning AND NAME OF
CONNECTION
• Women want these men and men want to be
them
• Name of the connection :
GARNIER CRUISE CONTROL

6. BENEFITS OF TWO BRANDS
• Benefits to the two brands:
Harley Davidson:
• People who were limited indoors will be made more aware about
the brand
• With the rising number of young gamers, the campaign creates an
aspiration value for these youngsters; thus, sowing the seeds for
future customers.
Garnier Men:
• Gamers are young people, so through this campaign they are
educated about the benefits of garnier products. Creating a future
market to be tapped

7. OTHER INFORMATION