Dark Custom (2009)
Agency: Carmichael Lynch
Budget Range: Under $5MM
Percentage of Print in the Media Mix: 10-24%
Unit Size: Spread
Other Media:
Media Mix: Case studies for new product launches
Objective: |
Increase sales of H-D motorcylcles to those who fall within the young adult segment |
Target Audience: |
Male
20-29 |
How Magazines Were Used: |
Magazines were used as a key piece to the media mix. Through this media, we were able to place message appropriate communications by breaking publications in to "Likely to Influence" and "Likely to Purchase". This ensured that the appropriate message would resonate with the sub-sets of our target. |
Results: |
Drove sales +24% among young adult target |
Industry Awards: |
2009 Kelly Awards Best Spread Winner |
Other Recognition: |
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Comments: |
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