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Harley-Davidson launches social media campaign to capture younger market

Harley-Davidson has taken to Instagram and Facebook with a new illustrated campaign featuring the work of Australian illustrators.

Harley DavidsonThe work by 303 Mullen Lowe steps beyond the traditional work of a bike on the road and instead takes the biker rider into a fantasy-land based on the premise ‘Where will the road take you’.

The panoramic illustrations show gardens of earthly delights, Neptune’s Paradise and a new twist on the roadhouse burger bar.

Richard Morgan, executive creative director of 303 Mullen Lowe, said that the work had been drawn from what young people were sharing on social media.

“We analysed the things young people are already following on Instagram like food, surfing and travel, and used this as leverage to connect with new audiences,” Morgan said.

“It was great tapping into these insights to grow Harley’s following even more.”

Harley Mural

Harley Mural 2

Harley 3

The full campaign site can be seen here.

Credits:

  • Client: Harley-Davidson Australia & New Zealand
  • Head of Advertising, Promotions & PR: David Turney
  • Agency: 303 MullenLowe
  • Managing Partner, Digital & Innovation: Brad Morris
  • Executive Creative Director: Richard Morgan
  • Art Director: Jeena Van Der Heul
  • Social Strategy Manager: Chelsie Paulson
  • Digital Design Director: Alex Beech
  • Senior Copywriter: Joe Van Trump
  • Digital Producer: Jacob Anderson
  • Tech Lead: Rob Shearing
  • Front End Development: Max Norton
  • Illustrators: Sean Morris, James Gulliver Hancock, Benjamin Constantine
  • Agency: The Jacky Winter Group
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