Harley Davidson has built an empire on the idea of enabling Authenticity and Independence.
But authenticity means something very different today than it did 50 years ago. Where Steve McQueen and the Hells Angels once represented the spirit of a Harley rider, tomorrow’s riders view that stereotype as cliche.
So how do you take a brand which is so rich in it’s heritage, and make that spirit of Authenticity relevant today?
We were asked to help one of America’s most iconic motorcycle brands to digitally reinvent themselves in a way that connects them more closely with tomorrow’s core customer, while remaining authentic and genuine to their roots. Our mission was to gracefully evolve the Harley Davidson digital brand experience – pushing them into the new millenium.
We rallied around the organizing idea of “Fueling Independents”. And we turned the Harley Authenticity story into a narrative around the culture of independence through the eyes of Harley riders. Because no two Harley’s are exactly the same, and no two riders are, either.
We re-imagined a whole new Harley experience that included pop-up shops, a web site that centered on riding styles, a mobile application that gamified riding, and a digital passport that only HOG’s (Harley Owners Group members) were eligible to carry.
DAYS TO CONCEPT
ALL NEW TOUCHPOINTS
% OF INDEPENDENTS FUELED