Harley-Davidson: Common Ground

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Campaign details

Brand: Harley-DavidsonBrand owner: Harley-Davidson CanadaLead agency: Zulu Alpha KiloContributing agencies: Initiative, Artifact NonfictionCountry: CanadaIndustries: Motorcycles, bikesMedia channels: Content marketing, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Public relations, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

2017 was Canada’s 150th birthday and, by sheer coincidence, the year that Harley-Davidson marked its 100thanniversary in the country. The occasion – and the state of the business – called for a special effort. Looking to the future, the brand...

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