HARLEY-DAVIDSON
STREET LAUNCH + PASSPORT TO FREEDOM
The new Harley-Davidson Street 500 motorcycle, learner legal, young adult and urban rider-aimed, had recently been launched in the ANZ market with an aggressive marketing strategy to capture market share leadership, which was achieved within 6 months of launch.
To build on that strength and galvanise market attitude, uniquely crafted stories and channel strategies were called for to deliver global initiatives, and branded retail offers that attracted buyers, through the local market.
Passport To Freedom was one of those and as a result of locally filmed segments, collaborating with local content creators, and targeted channel leverage, the Street 500 accelerated its growth trajectory in customer interest, lead generation and continued market share leadership.