The client had not hit 100% of sales targets yet from previous promotions, so there was a backlog of 2009 motorcycles that needed to be sold before the 2010 models rolled out. This needed to be done across the clients core, current, female and contender riders. Oh, it also needed to be executed in a way that the core creative was bilingual.
We developed an integrated campaign which included a contest TV, Radio, POP and promotional ads that targeted the 4 client categories. It was to run from mid-March to mid-May, 2010. The goals of the creative execution were to reduce excess 2009 motorcycle inventory, generate sales of new 2010 motorcycles, increase awareness of afford-ability of Harley-Davidson’s, increase traffic to Retail Stores and campaign awareness. And it worked.
The Creative Concept was framed around an urgent and aspirational call-to-action and was consistent with Harley-Davidson® brand messaging. Promotional Elements delivered high value prizing in a targeted and exciting manner and allowed the Retailer and entrant to share the entry experience – creating a unique customer touch-point. We ended up with an 1:18 ratio ROI meaning every $1 spent in advertising, $18 was grossed which is to put it plain - a killer result.