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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
[email protected]@live.com
goto www.mccann.be for more cases