HARLEY-DAVIDSON
PEPPER, LAND SPEED RECORD


The goal of any brand participation in motorsport is to reach into the visceral, grab attention, tell a story, build excitement and change perceptions.  

Our strategy was to attempt an Australian Land Speed Record on a Harley-Davidson Touring motorcycle, to draw attention to and dispel myths associated with the product that included poor handling, heavy, slow and cumbersome looking.

We called her Pepper.

Having successfully achieved the event goal, setting the record at our first attempt in 2015 and claimed the title of World’s Fastest Bagger, we returned in 2016 and reset our own record.

More importantly for the brand though, Pepper’s affect was clear, with leads, intenders and sales all moving upwards beyond expectations as a result of the marketing campaign that told the story.