Campaign details
Brand: Harley-DavidsonAdvertiser: Harley Davidson Motor Co GroupAgency: MullenLowe OpenCountry: UK
Campaign Overview
Full throttle for wellness
Harley-Davidson International had a new brand positioning and a huge database of potential buyers across 17 countries, but recognised traditional email blasts might put the brakes on sales.
Strategy
Harley-Davidson pushes against the 'always-on' nature of modern life. Research shows that riding one of its motorbikes at 60mph relieves stress: full-throttle focusing of the mind also engages and relieves the body.
Email, however, has the opposite effect. The average person has more than 8,000 unopened...