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Harley Davidson Brief

Harley Davidson Brief

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Published by Ishraq Dhaly
Creative Brief for Harley Davidson advertising agency
Creative Brief for Harley Davidson advertising agency

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Published by: Ishraq Dhaly on Nov 12, 2008
Copyright:Attribution Non-commercial

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01/15/2014

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Harley Davidson – Great brief on a legendary brand 
For European re-launch advertising
RATIONAL BARRIERS TO ENTRY 
 Technology development of Japanese motorcycles.Historical anecdotes about the technical quality and reliability of Harleys.Price was perhaps seen to be the biggest barrier, with many mencomparing assumed price levels of a Harley with that of a familysaloon size and impracticability of a 30 sec stone motorcyclearound the narrow.However, it was clear that if you take Harley-Davidson motorcycleat face value, on purely product specific criteria, there is no rationalreason for owning one. For this reason the brand is paramount. Asone Harley owner claimed.‘On any yardstick of performance, Japanese bikes outclass Harleys… but they ain’t a Harley’.
THE HARLEY GENE
Research showed that there is something in every biker, and mostmale non-bikers, that makes them want to own a Harley. This was termed the Harley Gene. But for most people it was “oneday…” “today”. The task was to stimulate this Harley gene.
THE ROLE OF ADVERTISING
We believed that our advertising should specifically:
 
Re-awaken the ‘Harley Gene’ in the target audience across Europe.Perceptually drag Harley into the late 1990’s without losing thecored values that make it such an icon. Force the audience toconsider a Harley ‘today’, not just ‘one day’ (get people intodealerships). Differentiate Harley from the imitators with acampaign that only Harley-Davidson could produce.
PROVIDING THE RATIONAL EXCUSE
 The rational excuse that could re-awaken the ‘Gene’As far as we could see, there was no such excuse.(Insight)… featured the life of a late US H.O.G. (Harley OwnersGroup) Chairman who died in a motorcycling accident. Theinscription on his gravestone read:‘Whilst he was alive, he lived’ The excuse for overcoming all the rational barriers was time-thefragility of life. Life is too short to keep putting off the Harley youhave always promised yourself, to let rational thoughts get in theway.As an experiential rather than practical vehicle, and for a companywhose US H.O.G. is ‘Live to ride’ ride to live’, the idea of making thepassing of time the rational excuse that consumers needed, was anatural fit.
THE BRIEF
If I had my life to live over, I’d try and make more mistakes next time.I would relax I would limber upI would be sillier than I have been this tripI know of very few things I would take seriously I would be crazier I would be less hygienicI would take more chances

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