Harley Davidson – Great brief on a legendary brand

For European re-launch advertising

RATIONAL BARRIERS TO ENTRY

Technology development of Japanese motorcycles.Historical anecdotes about the technical quality and reliability of Harleys. Price was perhaps seen to be the biggest barrier, with many men comparing assumed price levels of a Harley with that of a family saloon size and impracticability of a 30 sec stone motorcycle around the narrow. However, it was clear that if you take Harley-Davidson motorcycle at face value, on purely product specific criteria, there is no rational reason for owning one. For this reason the brand is paramount. As one Harley owner claimed.

‘On any yardstick of performance, Japanese bikes outclass Harleys … but they ain’t a Harley’.

THE HARLEY GENE

Research showed that there is something in every biker, and most male non-bikers, that makes them want to own a Harley.This was termed the Harley Gene. But for most people it was “one day…” “today”. The task was to stimulate this Harley gene.

THE ROLE OF ADVERTISING

We believed that our advertising should specifically:

Re-awaken the ‘Harley Gene’ in the target audience across Europe. Perceptually drag Harley into the late 1990’s without losing the cored values that make it such an icon. Force the audience to consider a Harley ‘today’, not just ‘one day’ (get people into dealerships). Differentiate Harley from the imitators with a campaign that only Harley-Davidson could produce.

PROVIDING THE RATIONAL EXCUSE

The rational excuse that could re-awaken the ‘Gene’

As far as we could see, there was no such excuse.

(Insight)… featured the life of a late US H.O.G. (Harley Owners Group) Chairman who died in a motorcycling accident. The inscription on his gravestone read:

‘Whilst he was alive, he lived’

The excuse for overcoming all the rational barriers was time-the fragility of life. Life is too short to keep putting off the Harley you have always promised yourself, to let rational thoughts get in the way.

As an experiential rather than practical vehicle, and for a company whose US H.O.G. is ‘Live to ride’ ride to live’, the idea of making the passing of time the rational excuse that consumers needed, was a natural fit.

THE BRIEF

If I had my life to live over, I’d try and make more mistakes next time. I would relaxI would limber upI would be sillier than I have been this tripI know of very few things I would take seriouslyI would be crazierI would be less hygienicI would take more chances

I would take more tripsI would climb more mountains, swim more rivers and watch more sunsets…..I would eat more ice cream and less beansI would have more actual troubles and fewer imaginary onesYou see, I am one of those people who live prophylactically and sanely and sensibly, hour after hour, day after day.Oh, I have had my moments and, if I had to do it over again, I’d have more of them.In fact, I’d try to have nothing else. Just moments, one after another, instead of living so many years ahead each day.I have been one of those people who never go anywhere without a thermometer, a hot water bottle, a gargle, a raincoat and a parachute.If I had to do it over again, I would go places and do things and travel lighter than I have.If I had my life to live over, I would start bare-footed earlier in the spring and stay that way later in the fall.I would play hooky moreI wouldn’t make such good grades except by accidentI would ride on more merry-go-roundsI’d pick more daises.

Nadine Stair, aged 87, Lewisville KY USA

Proposition Every day of your life without a Harley-Davidson is another day wasted.