Harley Davidson

Parts & Accessories

The challenge of this campaign was to differentiate Harley's branded parts and accessories from those of competitors who had been encroaching on the market and to get customers to search out the catalog by tapping into their excessive pride in their motorcycles. The ads, which positioned Genuine Motorcycle Parts & Accessories as the only way to customize a Harley, showed that the company understands Harley owners' obsession with their bikes and the desire to make them uniquely their own.

The results beat all goals: sales were up 23.5%, totaling $448 million.