Harley-Davidson asks men to ‘test drive your new life’
In a radio campaign for Harley-Davidson, the motorbike brand plays on the sense of freedom and imagination that its newly launched Blackline gives a man with an invitation to “test drive your new life”.
The campaign, which is made up of three executions, was created by 303 Sydney.
Entertaining and probably will be effective in that the spots accurately represent the fantasy that motivates a Harley purchase. Now they just need to choose media that targets the likely buyers: Old men, criminals and homosexuals.
Great. Now we’ll have even more accountants playing dress-ups terrorising the suburbs on the weekend!
I meet more and more young guys looking to fulfill the fantasies that these samples portray. But the real target is the poor sap that cant get away from his wife and cherishes the 2 hours he is gonna get to take his Harley out and tell himself how free he is.
like em. good effort
Look – it’s the right strategy. Freedom, open road, escapism – as rider I can tell you that’s all stereotypical, but absolutely bang on. However, I cannot think of a worse medium than radio in which to communicate the concept.
It lacks the visual stimuli that’s so important to help create the freedom sensation of riding. Particularly a Harley.
The print looks great.
It’s a pity we get ripped off by HD. Why are Aussie prices so high when HD gets $130,000,000 from us every year. $36,000Au for one and $36,000NZ for one. HD can get F&*%$ed. Over priced shitcans.