Objective:

Harley-Davidson MotorClothes wanted to spur sales 20% in the functional extreme riding gear (FXRG) category and rack up an additional 10% in MotorClothes’ sales overall during the first half of 2005.

Target Audience:

Primary Target: Harley-Davidson motorcycle owners, both men and women, 35-years-old+, HHI $40,000+

How Magazines Were Used:

The campaign broke with a bold teaser execution in a short-list of key motorcycle magazines.  A spread campaign immediately followed as a means to stand apart from the fractional-heavy competitive environment and add credibility and relative "bigness" to the MotorClothes message.  The magazine campaign launched in late Q1 2005 to pique consumer interest in advance of primary riding season.

Results:

"Best Damn Gear" success! Harley-Davidson MotorClothes exceeded its goal by a thunderous 345%, with 89% sales growth in the FXRG category. Plus, during the first half of 2005, overall MotorClothes sales also grew beyond expectations—by 14%.

Industry Awards:

Other Recognition:

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