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Nov 21, 2009
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Home / Advertising and PIB / Case Studies / 2002 Motorclothes Campaign

2002 Motorclothes Campaign

Agency: Carmichael Lynch
Budget Range: Undisclosed
Percentage of Print in the Media Mix: 80% (Other Media: 20% Television)
Unit Size: Spreads and Pages
Other Media:
Media Mix: Case studies that are magazine dominant, 75%+ of total budget

Objective:

  • Assume position of premier brand; despite positive brand image, sales were stalling as customers unable to justify premium price turning instead to competitive brands offered at lower prices

Target Audience:

  • Harley Davidson owners
  • Leverage magazine environment and creativity of ads to improve perceptions of quality and functionality -- assume the position of premier brand to justify premium price

How Magazines Were Used:

  • Use magazines to reach and inspire passion in key targets

Results:

  • An 8.3% increase over 2000 to $164 MM in retail sales which was well above goal of 5%

Industry Awards:

  • 2002 MPA Kelly Finalist
  • Minneapolis Show Bronze

Other Recognition:

Comments:

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