Harley-Davidson shook the riding world with the announcement of the all-new Milwaukee-Eight engine – the most innovative, and most powerful in Harley’s 115 year history. The launch kicked-off a year-long push for riders around the world to “feel the difference” on the new touring motorcycles. More power. More response. More comfort. Its the most profound Harley-Davidson touring experience ever–one that you have to test ride to believe.
The goal was simple: Get riders on the new bikes. All of Harley’s marketing efforts drove riders to the 1,400 dealers worldwide for Test Rides and we were responsible for everything they needed to succeed. We created ads, digital assets, point of sale and event assets. We even wrote the 48 page dealer playbook that provided them guidelines on staff training, creative assets and planograms, and how to execute test rides and open house events.
Role: Creative Director
Agency: Havas Sports & Entertainment