Rebellious Christmas elves create Harley-Davidson tricycle in social push for bike brand
Harley-Davidson is looking for the “most deserving kid in Australia” to give away a unique custom-built tricycle as part of a social media marketing push.
The giveaway is supported by a social media campaign created by 303Lowe, which includes a video showing how two disgruntled elves in Santa’s workshop put together the ride after getting bored of stuffing teddies.
https://www.youtube.com/watch?time_continue=99&v=cVUeU_2SVYs
The pimped ‘Harleyfied’ tricycle includes graphite paintwork, high rise handlebars, seriously fat wheels and even a custom Harley Easy Rider seat. The video has already achieved more than 400,000 views on the brand’s Facebook page.
Brad Morris, 303Lowe Sydney’s head of digital and innovation said in a statement: “With over 10,000 customisable parts, we’ve used the unique story of ‘customisation’ as inspiration for this piece of branded entertainment. The tone of the content is very much reflective of the Harley-Davidson core ideals – that of Freedom and Youthful Rebellion.
“We’re tapping into Counter Culture, which has become synonymous with the brand.”
Content plays out across Facebook, Twitter and Instagram, encouraging people to share with Harley-Davidson why their child deserves to win the toy.
Credits:
Client – Harley-Davidson
Adam Wright – Director Marketing
David Turney – Advertising, Promotions & PR
Hareni Nimalan – Advertising & Promotions Coordinator
Agency – 303Lowe Sydney
Richard Morgan – Executive Creative Director
Brad Morris – Managing Partner, Digital and Innovation
Matthew Clarke – Managing Partner
David Biddle – Copywriter
Sal Cavallaro – Art Director
Louise Reimnitz – TV Producer
Susie Shaw – Content Manager
Production – Curious Films
Brian Phares – Director
Executive Producer – Peter Grasse
Producer – Ben Swaffer
DOP – Mark Pugh
Sound – Tone @ Rumble Studios
