HARLEY-DAVIDSON
FORGIVENESS OFFER, BRANDTAIL CAMPAIGN
The Forgiveness Offer was a brandtail (branded retail) execution aimed at conquesting from a segment we’d identified didn’t currently own a Harley as their brand of choice, even though they displayed attributes of Harley faithful.
The idea was to boldly tap into guilty feelings they might have about their chosen brand and elevate the Harley-Davidson choice. The offer was to incentivise a seed of doubt.
One of the most successful tactical campaigns executed in the brand’s history, during the 7 week campaign, sales compared to the same time a year ago were higher, while website visits, dealer enquiries and new leads (intenders) fed the funnel by over 50%.
