HARLEY-DAVIDSON
SUPER HERO CUSTOMS
As a result of prior strategy, Harley-Davidson had been successfully shifting attitudes of younger and younger at heart audiences towards the brand via cultural and topical connections. With the needle moving, maintaining the momentum was critical.
Tapping into the cultural phenomenon of the Marvel cinematic universe, drawing connections and similarities in attitude to Harley-Davidson, we collaborated with Disney-Marvel to create Super Hero Customs, a custom bike build-off and promotion like no other.
The campaign was kicked off by revealing a factory-built Captain America-themed bike to celebrate 75 years of the character, following which 27 Harley-Davidson motorcycles were customised by 27 dealers throughout Australia & New Zealand, inspired by characters from the Marvel universe. They were showcased online to a global, targeted audience who could vote on their favourite to win a money-can’t-buy Marvel experience in the USA.
The campaign was a colossal success and through a combination of ATL and BTL channel tactics with a digital skew, achieved 5.1 million website views, 1 million engagements, 15,000 new database leads, over 100 international press appearances and multi-millions of impressions.
It was also nominated for a Webby Award.
