Harley Davidson steers in a new direction with their latest creative campaign.
Harley Davidson has been able to build a brand that goes beyond just a brand name, it has become a legend. Any mention of the brand evokes images of long highways through classic American landscapes, with a roar of an engine sounding like a thunder clap, and the polish of the chrome doing its best to imitate lighting. Building a cult like following of motorcycle enthusiasts, the brand has carved out a distinct identity of who they are and the consumers they appeal to. However, Harley Davidson Australia and New Zealand has recently taken to Facebook and Instagram launching a new campaign, which is targeted toward younger consumers – a very different approach that has not been adopted in the past.
The new illustrated campaign features work by 303 Mullen Lowe, and steps beyond the traditional efforts of the brand. Moving away from the traditional bike on the road approach, the campaign takes the bike rider into a fantasy land based on the premise of ‘where will the road take you’. Immersing the millennials into a fantasy land of hamburgers, seaside paradises and the wilderness of the great outdoors, the illustrations celebrate what the Australian road has to offer.
The illustrations for the new campaign can be seen below:
‘When the ocean calls’ – Seaside Fun
‘When the great outdoors calls’ – The Great Outdoors
‘When hunger calls’ – Foodie Destinations
Richard Morgan, executive creative director of 303 Mullen Lowe, explained that the illustrations had been created based on what younger individuals were sharing on social media. Stating that ‘we analysed the things young people are already following on Instagram like food, surfing and travel, and used this as leverage to connect with new audiences’. The new campaign is aimed at growing Harley Davidson’s loyal following, by providing communications that millenials can resonate with, while growing their story telling capabilities.
Harley Davidson as it is known now stands for authenticity, freedom and individuality. Their following possess a strong belief in going against the grain of society, and are empowered to stick up for themselves and each other. The new creative campaign emulates a similar theme of freedom, by allowing the artists to express their own unique styles within the work. David Turny – Head of Advertising, Promotions and PR at Harley Davidson Australia and New Zealand, explains that the brand hopes this new creative execution will reach communities who are not the typical target demographic for the brand.
I personally love these illustrations and feel that they are a great way to communicate with a younger demographic – it will be interesting to see how the brand continues to evolve into the future.
Credits: Mumbrella, Road of Imagination, Marketing Mag, AdNews & 303 Mullen Lowe.