Harley-Davidson targets millennials in new social campaign

Harley-Davidson Australia and New Zealand has launched a new campaign to entice younger consumers to purchase Harley motorcycles.

In partnership with 303 MullenLowe and Instagram, Harley-Davidson motorcycles has launched a campaign to target millennials.

It features works by three Australian illustrators – ‘When the ocean calls’, ‘When the great outdoors calls’, and ‘When hunger calls’ – that asks ‘where will the road take you?’

Illustrations for the campaign, by Sean Morris, James Gulliver Hancock and Benjamin Consantine, celebrate what the Australian road has to offer, including seaside fun, the great outdoors and foodie destinations.

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Social for the campaign on Instagram and Facebook runs via #Roadofimagination, and leads to a competition microsite where audiences can win an autographed canvas of the artwork by telling where the road could take them in 140 characters or less.

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Related: Laura Demasi thinks its time to rewrite the marketing rulebook on how to understand consumers based on age and generation »


The decision to focus on the three topics in the creative was made after analysis of millennial Instagram use showed millennials favouring things like food, surfing and travel. “We used this as leverage to connect with new audiences. It was great tapping into these resources to grow Harley’s following even more,” says Richard Morgan, executive creative director at 303MullenLowe.

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“As a brand, Harley-Davidson stands for authenticity and individuality. We wanted to express this spirit of freedom by using artists with their own unique style to reach communities who might not ordinarily consider riding a Harley,” says David Turney, head of advertising, promotions and PR at Harley-Davidson Australia and New Zealand of the creative for the campaign.


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Ben Ice
BY Ben Ice ON 22 June 2016