Our agency partnered with Harley-Davidson to develop an innovative, multi-channel campaign centered around the theme of freedom. The goal was to generate excitement and engagement among Harley’s existing riders while also appealing to aspiring and younger motorcyclists. Key elements of the campaign included: 1. Cryptic teaser ads and billboards to build intrigue and a sense of mystery around the new Harley-Davidson X440 model 2. Interactive social challenges and influencer partnerships tied to the #RideForFreedom hashtag 3. Immersive experiences like spy-themed merchandise and insider stories to make fans feel part of Harley’s rebellious, free-spirited ethos 4. A major product launch event for the new Harley-Davidson X440 model, offered as a grand prize for campaign participants
Marketing strategy
Gurugram, India
Our strategy aimed to reposition Harley as a symbol of freedom and rebellion for younger audiences. Key elements included:
By making Harley feel aspirational yet rebelliously exclusive, we sought to ignite passion and advocacy among younger riders.
To execute on our strategy, we developed an integrated campaign mix focused on mystery, exclusivity and experiential marketing. Tactics included:
The multi-faceted freedom campaign exceeded expectations and achieved impressive results:
By tapping into Harley’s core brand identity in an unexpected way, we helped reinvigorate audience passion for this legendary motorcycle company. The innovative, interactive campaign brought Harley’s message of freedom to life while expanding its appeal to new generations.
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