Campaign details
Brand: Indian MotorcycleAgency: Team OneCountry: USA
Marketing Context
Indian Motorcycle was America's first motorcycle company, with a history of legendary feats and firsts. But the brand fell on hard times post-WWII, ultimately going bankrupt. When Indian was relaunched in 2013, it faced an uphill battle: Harley Davidson dominated the American motorcycle market, with 72.3% share. Worse, the US motorcycle market overall was declining, as Boomers aged out and motorcycles struggled to connect with a younger audience. We were awarded the business in late 2014, Indian was at a dismal 2.6% share and was...