ELECTRA BAG by Leo Burnett Iberia Madrid for Harley-Davidson

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ELECTRA BAG

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Director José Javier Álvarez
Released April 2010

Credits & Description

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.
Challenge: 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
Solution: 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.