““Legends Never Die”Legends Never Die”

Chris CreechChris Creech

Creative BriefCreative Brief

The average age of a Harley biker is The average age of a Harley biker is increasingincreasing• Harley’s average rider age is currently Harley’s average rider age is currently

46 years old 46 years old Need to appeal to younger, post-Need to appeal to younger, post-

baby boom audiences, while holding baby boom audiences, while holding on to current customerson to current customers 35-44 year olds with an average income 35-44 year olds with an average income

of $78,000of $78,000

Creative BriefCreative Brief

Single Persuasive Idea:Single Persuasive Idea: Riding a Harley is an experience and a Riding a Harley is an experience and a

thrill unlike any other and it is one that thrill unlike any other and it is one that every generation can enjoy.every generation can enjoy.

No other motorcycle has the feel and sound No other motorcycle has the feel and sound a Harleya Harley

Harley delivers a riding experience that Harley delivers a riding experience that more Americans prefer more Americans prefer

Large community of Harley Owners Groups Large community of Harley Owners Groups (HOGs) that meet and ride together often.(HOGs) that meet and ride together often.

StrategyStrategy

Need to convey message of Need to convey message of coolnesscoolness that is the Harley lifestyle.that is the Harley lifestyle.

Sell the Sell the experienceexperience Harley as an American icon and a Harley as an American icon and a

legendlegend Appeal to current customers and a Appeal to current customers and a

slightly younger marketslightly younger market Do it all in a aesthetically pleasing, Do it all in a aesthetically pleasing,

eye-catching manner.eye-catching manner.

Print CampaignPrint Campaign

Associate the Harley brand with Associate the Harley brand with iconic movies with strong, iconic movies with strong, coolcool male male personalities.personalities.

Selling the thrill and experience.Selling the thrill and experience.

TV CampaignTV Campaign

Target sports and movie channels, as Target sports and movie channels, as well as nighttime news programs.well as nighttime news programs.• e.g. ESPN, SPIKE-TV, FOX-Sports, e.g. ESPN, SPIKE-TV, FOX-Sports,

NetworksNetworks Relate the Harley brand to iconic Relate the Harley brand to iconic

movies with strong, movies with strong, coolcool male male personalities, as in print campaignpersonalities, as in print campaign

Sell the experienceSell the experience Promote new V-Rod modelPromote new V-Rod model

Harley-Davidson V-Rod:

Starring in Rocky Workout Sequence

Narrator: Harley-Davidson knows what it is like to work hard from sunrise to sunset…

Working to fight off foreign competition…

Fighting to uphold the true American values that Fighting to uphold the true American values that you hold dear.you hold dear.

It was these principles that founded the Harley-It was these principles that founded the Harley-Davidson company, and now the new V-Rod takes Davidson company, and now the new V-Rod takes those same ideas…those same ideas…

And sends Harley roaring (yes, that same And sends Harley roaring (yes, that same classic roar) into the 21st century.classic roar) into the 21st century.

Yeah, we would celebrate too.Yeah, we would celebrate too.The all-new V-Rod, from Harley-Davidson: because The all-new V-Rod, from Harley-Davidson: because Legends never die. Legends never die.

Harley-Davidson V-Rod:Starring in Forrest Gump

Running Sequence

Narrator: We know you don’t need a reason to ride. Narrator: We know you don’t need a reason to ride. You don’t need to have a destination. You don’t need to have a destination.

Harley-Davidson understands that Harley-Davidson understands that

sometimes you just feel like ridin’…sometimes you just feel like ridin’…

so whether you are riding to get away, so whether you are riding to get away, riding for the experience…riding for the experience…

or you just need some time to think about or you just need some time to think about your Jenny: Ride Forrest. Ride. your Jenny: Ride Forrest. Ride.

Introducing the all-new V-Rod, because at Introducing the all-new V-Rod, because at Harley, Legends never die…Harley, Legends never die…

They just attract company.They just attract company.

““HARLEY-WOOD”HARLEY-WOOD”

Create an online micro-site Create an online micro-site connected to Harley’s already connected to Harley’s already impressive interactive websiteimpressive interactive website

Users select from a list of popular Users select from a list of popular movies that they would like to see movies that they would like to see Harley perform inHarley perform in

Short clips from the selected movie Short clips from the selected movie will show, starring the Harley-will show, starring the Harley-DavidsonDavidson

Superstar SponsorshipSuperstar Sponsorship

To further associate the Harley-To further associate the Harley-Davidson brand with the iconic Davidson brand with the iconic legends.legends.

Sponsor famous actorsSponsor famous actors• Harley to the Red CarpetHarley to the Red Carpet• Harley logoHarley logo