3. Documentary series, Doin it Baja, released on Vice Magazines
media channels Commercial that features two skateboarders,
introducing the 48 bike. One of the skaters featured on HDs website
for the Dark Custom version of the 48 bike. OVERVIEW I dont really
care where I go. Its who I go with. Heath Kirchart, Doin it
Baja
4. DOIN IT BAJA Harley Davidson x Vice presents: Doin it Baja
(Part 1/8)
5. THE 48 Heath Kirchart, Leo Romero, Brian Hansen and Matt
Ball for the brand new 48
6. DARK CUSTOM 48 Heath Kirchart for HDs Dark Custom 48
7. THE CHALLENGE
8. The slow economy and advances in technology has created an
interesting crossroad for young people. Traditional life milestones
(college, salaried job, marriage, family, retirement) are no longer
the norm. MARKET ANALYSIS Doin it Baja
9. -20-something living in Bushwick. -Hes a woodworker, visual
artist and musician. -Still lives in a studio -Instead of a wife,
he has a main- hang. -Vintage caf racer. CULTURAL STETHOSCOPE: HBOS
GIRLS MEET ADAM:
10. Hard Facts HDs audience is similar to co-brander, Vices
readership: 63% Male/37% Female Mean age: 27.6 Mean individual
income: $40,832 Social habits 62% of audience spends 3hrs
online/day 82% go to a bar or club at least 1x/week 83% likes to
know about new music/bands/releases before anyone else Translation
Young men and women Who may be experiencing a quarter-life crisis
Artfully Instagram-ing said crisis Tastemakers within their social
groups Left leaning frequenters of bars Music: social experience
Conspicuous consumption Have the means to make enough money to
afford this lifestyle AUDIENCE ANALYSIS
11. What makes a person or brand cool? Reverting back to
vintage influences for authenticity Or diverting to hipster
microcultures for individuality Positioning by self- image Pro
skaters and their friends going on rowdy, spontaneous bike trips =
aspirational group AUDIENCE ANALYSIS Harvey Foster in Doin it
Baja
12. THE CHALLENGE
13. This audience likes to have their finger on the pulse But
they can sniff out corporate phoniness in a nanosecond Very little
emphasis on endorsements from pro-skaters Gritty, authentic,
rebellious The process of introducing the brand to this audience
was slow, layered, and subtle. BRAND STRATEGY Doin it Baja: Cyclist
Hime Herbert, and pro skater Arto Saari
14. Insight: You want to be cool and authentic? Big Idea: Look
back to HDs roots Hells Angels Only rode Harleys Authentic
embodiment of rebellion & independence Style is cyclical
Leather jackets, Rayban wayfarers, dark wash jeans & facial
hair are still in fashion. CREATIVE ANALYSIS Hells Angels in Life
Magazine, 1965. Photographed by Bill Ray
15. Online media is clutch. Cheap, far reaching, easily shared
But vulnerable to biting critics Co-branding aligns them laterally,
Instead of bearing down from above HD isnt for The Man, its for
you, man. MEDIA STRATEGY Harley Davidson x Skateboarder Magazine,
2012
16. At the time, HDs median age was 46 In 2008, sales had
dropped 6.2% Value of the HD brand fell by 43% to $4.34 billion in
2009 DID IT WORK?
17. Initial docu-series from 2009 resulted in: 6M views 54.6M
brand impressions 220k FB likes 23% increase in young adult
purchases As of 2013: #1 seller of new bikes across all engine
displacements YES.
18. Gained street cred in a younger demographic Established
market for the lighter weight, lower priced Street line of HD bikes
New generation of Harley Riders FUTURE OF HARLEY DAVIDSON Magdalena
Wosinska Photography
19. THANKS, MAN.
20. L I F E M a g a z i n e r i d e s w i t h t h e H e l l s A
n g e l s http://life.time.com/culture/h
ells-angels-rare-photos-by-bill- ray-1965/ N Y T c o v e r a g e o
n H D http://www.nytimes.com/201 0/07/18/automobiles/18SKAT
ER.html?pagewanted=all&_r= 0 http://www.nytimes.com/200
8/04/20/automobiles/20HAR LEY.html?pagewanted=all
http://www.nytimes.com/200 9/05/28/business/media/28a dco.html?_r=0
R e f i n e r y 2 9 : L i f e s n e w m i l e s t o n e s
http://www.refinery29.com/2 013/10/54412/life- milestones#page-2 S
k a t e b o a r d e r M a g a z i n e http://www.skateboardermag.
com/features/harley/ I n v e s t o r R e l a t i o n s o n H a r l
e y D a v i d s o n s w e b s i t e http://investor.harley-
davidson.com/phoenix.zhtml?c =87981&p=irol-demographics V i c e
C a s e S t u d y http://company.vice.com/en_
us/casestudies/harley- davidson-doin-it-baja
http://socials.uk.vice.com/doc uments/media-
kit/Vice_Media_Kit_2013.pdf N e w d a t a s h o w s t h a t H a r l
e y - D a v i d s o n i s N o . 1 s e l l e r o f s t r e e t b i k
e s t o y o u n g a d u l t s , w o m e n
http://www.jsonline.com/blog s/business/204071901.html H a r l e y
- D a v i d s o n 4 Q R e p o r t - S a l e s U p i n 2 0 1 3
http://www.motorcycle- usa.com/568/17865/Motorcyc FURTHER READING
& SOURCES Life Magazine, 1965