Category: Ambient Promotion: Small Scale
Advertiser: MAKINOSTRA / HARLEY DAVIDSON
Product/Service: PROMOTIONAL PACKAGING
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Javier Alvarez (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Ambient - Point of Sale - April 1, 2010
Media placement: Point of sale - Point of Sale - April 1, 2010
Media placement: Shopping bags - Point of Sale - April 1, 2010
Describe the objective of the promotion.
If Harley Davidson is a religion, a Harley Davidson Shop is it’s church.
So when the client asked us to redesign it’s point of sale bag and put more branding on it, we didn’t make the logo bigger, we turned the bag into a classic Harley icon.
Describe how the promotion developed from concept to implementation
We realised that the shopping bags were not made for Harley’s famous Electra case.
So what did we do? We 'Electrazised' the bag.
Describe the success of the promotion with both client and consumer including some quantifiable results
People were asking for extra bags. We had to re-print more bags only 5 days after launching the first ones.
Explain why the method of promotion was most relevant to the product or service
We gave the whole store and the shopping experience, the Harley touch.
The Promo / PR Ad titled ELECTRA BAG was done by Leo Burnett Iberia advertising agency for product: PROMOTIONAL PACKAGING (brand: Harley-davidson) in Spain. It was released in the Apr 2010.