Idea: Take Harley Davidson to the Moon.
Harley-Davidson has long been the emblematic figure of terrestrial freedom, with its roaring engines symbolizing open roads and unfettered journeys. However, as times evolve, the iconic brand grapples with a modern challenge: retaining its legacy while appealing to a newer, forward-looking generation that sees beyond asphalt roads.
The solution lies in redefining freedom, transitioning from the classic highways to the vast cosmos. Thus, the "Lunar Ride" campaign emerges, pushing the brand's horizons all the way to the moon.
This venture taps into the universal allure of space, positioning Harley
not just as a bike for the road, but as a vessel for boundless exploration, capturing the imagination of both old enthusiasts and the new generation seeking adventures that
go beyond the ordinary.
Official Launch: The Lunar Ride
Live stream the spacecraft's journey, highlighting Harley branding.
Release billboards & OOH, teaser videos
and social, for The Lunar Ride live-stream
Countdowns and hints on social of a #GalacticUnveiling. #Lunar Ride
REAL LIFE AND VR MOON AMUSEMENT PARK
Release space-inspired Harley merchandise.
Behind-the-scenes documentary of the mission
and 30 that doubles as Tik-Tok content. Between animations, filters, & the
production process, this will be cinematic, humourous, yet real.
Harley Rover and All Bikes used in the campaign live, will be there for all to see as
the spectacle of the space museum.
+
Educational outreach about space and Harley's legacy.
To be continued…
Harley will grow the campaign; surpassing the moon & on to areas that man may think impossible, introducing The Snow Shredder, Swamp Rover, The Sand Devil, and many more to come.
Harley Davidson Rover series crafts bikes for you — You, & all the people who have the fire burning within, to push the boundaries, push their limits, break the rules & go where no man or woman has ever gone.
We took The Harley Rover to the moon. Now it’s your turn; share with us and take your all durable bike to land unexplored.
Motorcycle enthusiasts seek more than just a ride; they crave adventure and exploration in extreme and varied terrains. However, most motorcycles are limited to standard road conditions, leaving a gap for those who want to push boundaries and ride beyond conventional paths.
Problem
Audience
The primary audience is adventurous and thrill-seeking motorcycle enthusiasts who value freedom, exploration, and pushing the limits. They are typically males and females aged 25-50, with a passion for riding and a desire to experience new and challenging terrains. This audience is also tech-savvy and active on social media, often sharing their adventures and looking for innovative products that enhance their lifestyle.
Insight
Harley Davidson riders embody a spirit of freedom, rebellion, and adventure. They don't just ride; they conquer new frontiers. These riders are constantly looking for ways to elevate their riding experience and take their beloved Harleys to places others deem impossible.
Harley Davidson introduces the "Anywhere You Dare" campaign with the Rover Series add-on kits. These kits transform ordinary Harleys into specialized machines designed for extreme terrains such as snow, swamps, and sand dunes. By releasing a limited-run specialty line of fully-equipped Harleys, the campaign showcases the bikes' capabilities and inspires riders to explore new horizons.
Solution