Marketingfirst Harley-Davidson case

Hi!my name is michael thuy

mccann digital

How Harley-Davidson chose online and obtained 20 times better conversion

The HD case.

Briefing

• Generate DEMO RIDES

• Show product range diversity

• Raise overall brand awareness

Strategy

• Get in the hearts and minds of people

Strategy

• Create a story

Strategy

• Install the dream of owning a HD

Proposition

• You would have such great times riding your Harley-Davidson

Creation

• Create your perfect Harley-Davidson weekend...

• ...and win the weekend for real

DEMO

Mediabannering campaign

“Soft” Result

• Free publicity (blogs, press coverage)

• Site of the Week (Qmusic)

• Site of the Day (TheFWA)

• Mixx nominee ;-)

Hard result

• ±1000 demo rides vs. 50 before (x/mth)

• 43.000 unique visitors

• average time: ±5 minutes

• sales tbc Q1/2009

Q&A.

• Please help

• Ask something

• Anything?

Bye!my name is michael thuy

facebook / linkedintwitter: koningflurkel

michael.thuy@mccann.bemichaelthuy@live.com

goto www.mccann.be for more cases