| Title | GREATEST RIDES |
| Brand | HARLEY-DAVIDSON |
| Product/Service | HARLEY-DAVIDSON TOURING MOTORCYCLES |
| Category |
C01. Use of Digital Platforms |
|
Entrant
|
SAPIENTNITRO London, UNITED KINGDOM
|
|
Idea Creation
|
SAPIENTNITRO London, UNITED KINGDOM
|
|
PR
|
LEXIS London, UNITED KINGDOM
|
|
Production
|
ITDREWITSELF London, UNITED KINGDOM
|
|
Production 2
|
KNGLAD London, UNITED KINGDOM
|
Credits
| Trefor Thomas |
SapientNitro |
ECD |
| Ben Winter |
SapientNitro |
ACD |
| Gavin Howell |
SapientNitro |
Senior Art Director |
| Scott Hughes |
SapientNitro |
Copywriter |
| Eva Petelina |
SapientNitro |
Designer |
| Alexander Wellard |
SapientNitro |
UX |
| Jason Smeaton |
SapientNitro |
Tech Lead |
| Muhammad Humayun |
SapientNitro |
Tech Lead |
| Keir Simons |
SapientNitro |
Senior Account Director |
| Charis Hynds |
SapientNitro |
Programme Manager |
| Debbie Lee |
SapientNitro |
Programme Manager |
| Nitin Malhotra |
SapientNitro |
Senior Associate Technology |
| Jay Tanwar |
SapientNitro |
Senior Interactive Developer |
| Puneet Puri |
SapientNitro |
Senior Associate QA |
| Shreyash Kushwaha |
SapientNitro |
Programme Manager |
| Shagun Chaudhary |
SapientNitro |
Senior Manager Technology |
| Prokopi Constantinou |
Itdrewitself |
CD |
| Jake Churchill |
Itdrewitself |
- |
| Louis Jenson |
Knglad |
- |
| Jack Shilling |
Lexis |
AM |
The Campaign
CREATIVE SOLUTION: To find a rider who’d tour Europe in search of the top 10 rides. We created a job opportunity no real biker could resist – 15,000km, 20 countries on a Harley. From 10,000 hopefuls, Luis Castilla was our winner. ‘Greatest Rides’ showcased his journey, and built a community for riders to find and share their own Greatest Rides.
We targeted non-Harley riders to drive re-appraisal and welcome some new converts to the Harley brotherhood. By telling the story in an environment people cared about (Your Greatest Rides), we not only gave them an amazing content experience, but also encouraged genuine and proactive involvement – the chance to take part in and to share your own greatest rides.
Integrity was crucial – bikers involving bikers… no gimmicks and no nonsense.
Campaign Success
The ‘Greatest Ride’ is showcased on the Harley -Davidson ‘Discover More’ Tour blog, featuring weekly entries from the winning rider’s video diary. The blog chronicled the rider discovering, documenting and uploading the 10 Greatest Rides in Europe for other bikers to explore. People from across the world began commenting, engaging and uploading and sharing their greatest rides.
FEATURES:
• Fully interactive map, with movable location pins
• Download GPX for sat navigation so you can ride it yourself
• Share ride with friends in social or email
• Elevation and distance check
• Ride type tags
• Translate with Google
• Rate and comment on rides
• Name and describe your own ride
• Plus add images and video of your journeys
Describe the success of the promotion with both client and consumer including some quantifiable results
To become engaged in the Greatest Rides campaign required thorough involvement from its participants.
The core of our thinking and the heart of our campaign was to engage people on an emotional level and help them connect with Harley-Davidson in a new way. The level of connection would be the secret of the campaign’s success.
The interaction with the platform was vast, developing an entirely new community filled with content created by its participants, all under the banner of Harley. But more than this we also got people away from their keyboards, into Harley showrooms and onto the open road on some really epic bikes.
Explain why the method of promotion was most relevant to the product or service
We targeted non-Harley riders to drive re-appraisal and welcome some new converts to the Harley brotherhood. By telling the story in an environment people cared about (Your Greatest Rides), we not only gave them an amazing content experience, but also encouraged genuine and proactive involvement – the chance to take part in and to share your own greatest rides.
Integrity was crucial – bikers involving bikers… no gimmicks and no nonsense
Legacy was integral – the Greatest Rides website and community became an ongoing resource. Continued engagement was amplified through various media channels to make sure we got targeted reach.
Harley launched a digital PR campaign advertising a dream job as Harley’s rider on a mission to find the top 10 rides in Europe. Thousands got involved. The campaign captured imaginations and got people dreaming of taking on the windy, mountain roads of Europe and re-appraising Harley as a brand.
We unveiled a unique website mirroring the style and function of Harley’s touring bikes themselves, offering riders a platform where they could share maps, photos and videos of their own experiences. We created a biking community where riders can come together over their love of the road.
Users can rate and comment on rides to encourage discussion, plus we added Twitter, YouTube, and Instagram social aggregator to build a sense of community. We added an integrated Google maps functionality, with GPX upload and download. We also created a blog for the rider to document his journey.