FEEL THE ROAD by Y&R Prague for Harley-Davidson

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FEEL THE ROAD

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Industry Motorcycles
Media Direct marketing
Market Czech Republic
Agency Y&R Prague
Art Director Gerrit - John Gerischer
Copywriter Joseph M. Daniel
Producer Tomas Tomasek
Released April 2011

Awards

Caples Awards 2011
Other Media Retention/Loyalty, non-mail Bronze

Credits & Description

Category: Dimensional Mailing
Advertiser: PHD BIKES
Product/Service: HARLEY-DAVIDSON
Agency: Y&R PRAGUE
Date of First Appearance: Apr 4 2011
Entrant Company: Y&R PRAGUE, CZECH REPUBLIC
Chief Creative Officer: Jaime Mandelbaum (Y&R Brands)
Head of Art: Marco Antonio do Nascimento (Y&R Brands)
Art Director: Gerrit - John Gerischer (Y&R Brands)
Copywriter: Daniel Joseph (Y&R Brands)
Producer: Tomas Tomasek (Y&R Brands)
Retouch: Furia (Furia)
Media placement: Direct Mail - Direct Mail To potential Consumers - 4.4.2011

Describe the brief/objective of the direct campaign.
We wanted to reach both loyal and aspiring customers using a direct mail.
The strategy was to try and convey thru that medium something that would be a reminder of what lured them into riding, and for aspiring customers, provide them a small taste of the thrill a Harley could offer.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The objective was to raise awareness and bring possible aspiring riders to the dealership.
Using a can of compressed air, hand delivered by an authentic Harley Biker, we invited potential customers to feel the road.

The client objective is to sell 35 motorcycles by year end.

Explain why the creative execution was relevant to the product or service.
Harley riders revel in every aspect of the road, from the engine sound to the wind in their face.

In short, the can of compressed air was their passion packed into a can.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign was still ongoing at the time the entry was made, so results were pending.