Sunday, June 23, 2013

Thinking Outside the (Ski Resort) Box 3: Harley-Davidson's Real Test Ride

Harley-Davidson is one of the most recognizable brands in the world. The company attempted to focus in love for motorcycles and Harley-Davidson to build and manage the consumer dialogue surrounding the brand.
The Harley-Davidson Consumer Experience encompassed the various activities that built relationships with consumers. This marketing campaign was created to parallel and support the customer buying process.
"When entering the store, customers were invited to do a test ride. Then they went out to ride the bike. They rode for a while and then were surprised by 60 bikers who made them feel like part of the gang. So, even before buying a Harley-Davidson they understood what is to have a Harley".
A campaign conceived by Moma Propaganda, Brazil

harley-davidson // real test ride from Ricardo Franco on Vimeo.

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