AN AD WHERE YOU SCRATCH AND LOSE by Publicis Bogota for Harley-Davidson

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AN AD WHERE YOU SCRATCH AND LOSE

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Industry Motorcycles
Media Print, Magazine & Newspaper, Case study
Market Colombia
Agency Publicis Bogota
Art Director Julian Franky, Edwin Pineda, Rodrigo Taquino
Copywriter Jairo Lezaca, Omar Montaño
Photographer Dario Mora
Released September 2011

Credits & Description

Category: Best Use of Print
Advertiser: HARLEY-DAVIDSON
Product/Service: ANTI-SCRATCH HELMETS
Agency: PUBLICIS COLOMBIA
Date of First Appearance: Apr 1 2011
Entrant Company: PUBLICIS COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.harley-davidson.com.co
Chief Creative Officer: Jairo Lezaca (Publicis Colombia)
Chief Creative Officer: Rodrigo Tarquino (Publicis Colombia)
Chief Creative Officer: Francisco Castillo (Publicis Colombia)
Copywriter: Jairo Lezaca (Publicis Colombia)
Copywriter: Omar Montaño (Publicis Colombia)
Art Director: Rodrigo Taquino (Publicis Colombia)
Art Director: Edwin Pineda (Publicis Colombia)
Art Director: Julian Franky (Publicis Colombia)
Managing Director: Jacobo Alvarez (Publicis Colombia)
Photographer: Dario Mora (MoraFoto)
Media placement: Print Ad - Revista Diners - April 1th 2011

Insights, Strategy & the Idea
THE CHALLENGE:
The new Harley Davidson® Anti-Scratch Helmets, have a big problem. People don't have a clear understanding of the product's benefit until they see the helmet in the store.

Creative Execution
THE IDEA:
To make evident the main attribute of our product we decided to use the most popular scratch of the print world. THE SCRATCH AND WIN.

With an appealing headline, we invite the reader to scratch off the areas that conceal two different stories. With every scratch, the stories move farther away from what the headline hinted them to be about and quickly spin into a series of unfortunate events. The way the stories develop make evident that with every scratch you can spoil a good story.

We created something unlike anything ever seen on a magazine in Colombia.

This is how we created an ad where the target group has the possibility to interact with the publication and literally feel the benefit of the Harley-Davidson® Anti-Scratch Helmets.

Results and Effectiveness
THE RESULTS:
· The traffic of the Harley-Davidson® Boutique Bogotá increased 37% after the ad was published.
· Thanks to this ad, the Harley-Davidson® Anti-Scratch helmets ran out of stock in three weeks and there was a 23% increase in the sales of other helmet references.